Breaking the Surface
SDG
Lundin Norway
    • Industry:
    • Technology
    • Client:
    • Lundin
    • Awards:
    • Best of Show, Visuelt 2015
    • Gold, Visuelt 2015
    • Category:
    • Brand Strategy
    • Brand Positioning
    • Brand Experience
    • Brand Identity

Lundin is one of Europe’s leading independent oil and gas exploration and production companies with operations focused in Norway. They are a new company taking on the bigger players with innovative thought and engineering. Lundin came to us because they wanted to create something that represented and celebrated their 10-year anniversary while acting as a vehicle to drive them into their next decade. With a relatively brief history, we saw that Lundin needed to make some bold brand statements and expressions to be better heard in the industry and wider world. “Breaking the Surface” is a conceptual interactive installation created to celebrate the 10-year anniversary of Norwegian oil company, Lundin Norway. Drawing many admirers, it was first exhibited as a central part of the company’s pavilion at the ONS energy convention in Stavanger, Norway, and later mounted by us as a permanent installation in the company’s headquarters at Lysaker, Bærum, Norway.

Pushing design and technological boundaries, "Breaking the Surface", in many ways, reflects Lundin Norway's pioneering and innovative spirit. The installation draws inspiration from how their geologists and geophysicists study, learn and create reconstructions of subsea landscapes from seismic imaging and drill samples.

We designed an abstract representation of this landscape, created from a matrix of 529 acrylic pipes piercing the ceiling between two floors at Lundin´s HQ, creating organic rock-like formations on the first floor that reflected as an ocean surface on the second. Six crystals, that hold samples of actual oil from Lundin´s most important discoveries, hang within a forest of moving golden acrylic tubes.

The sophisticated technology used in the installation includes a series of sensors able to track the movements of visitors, adjusting to their movement at they walk beside and underneath the piece – making the piece feel both interactive and organic at the same time. This inherently interactive experience, with the tubes dodging the heads of passers-by, echoes the graceful movements of ocean tides, and has resulted in a brand experience felt in a manner that could never be achieved through other mediums.

Lundin Norway

Breaking the Surface

Breaking the Surface is a conceptual installation created for the 10 year anniversary of the Norwegian oil company Lundin Norway. It was first exhibited as a central part of the company’s pavilion at the ONS energy conference in Stavanger and later as a permanent installation in the company’s headquarters in Oslo. The installation draws inspiration from how the company’s geologists and geophysicists look at the world below sea level through detailed reconstructions of sub-surface landscapes created from seismic imaging and drill samples. An abstract representation of this landscape is created from a matrix of 529 acrylic pipes piercing the slab between the ground and the first floor, creating organic rock-like formations on the ground floor reflected as an ocean surface on the level above. Visitors are invited to interact with the installation by moving around in the space underneath it. The pipes rest at a position about 130 cm above ground and will be lifted up to create a protective dome around each person underneath the installation. The inverse effect of people’s movement creates wave like motions on the top floor. Inside the heart of the installation, real oil samples embedded in crystals are suspended as hidden gems that are revealed as the audience explore the ground floor area.

Deliveries
  • Brand Strategy
  • Brand Positioning
  • Brand Experience
  • Brand Identity
 
Pause
FS
 
Lundin the living logo
 
Pause
FS
 
MTJ005 bilde34 foto Michael Ray Vera Cruz Angeles
Tech sheet2 photo Michael Ray Vera Cruz Angeles
Stand1 photo Michael Ray Vera Cruz Angeles
Oil2 photo Michael Ray Vera Cruz Angeles
Oil4 photo Michael Ray Vera Cruz Angeles
Pause
FS

Technically speaking, the piece is achieved by designing, manufacturing and programming a complex system of sensors, pipes and mechanical parts, each controlled by a customized openFrameworks system. The installation consists of 23 by 23 custom made brackets designed to steer and drive the motion of each individual pipe. Each module is made up of a flexible stainless-steel construction that houses an industrial servomotor, one drive wheel, six supporting wheels and a capacitive sensor for position compensation when a reference point inside the pipe passes through the bracket. All of these modules are mounted in rows of 23, with all of the electronics mounted on the end of each row. These modules are then connected to the overall control system that runs on four industrial PCs. The mechanical system is designed to be embedded in the floor between the two stories, with the sensory system designed to deal with a sophisticated tracking environment and situation of limited space

 
MTJ005 bilde31 foto Michael Ray Vera Cruz Angeles
 
Pause
FS