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Where DATA becomes ART

Amazon Data Hall

The Amazon Data Hall, is a digital art sculpture that merges data and design to tell stories through the medium of an immersive experience.

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Amazon made the largest real estate investment in Catalonia in the last 10 years, 11,000 square meters of offices in the 22@ district in Barcelona to set up its R&D center focused on Artificial Intelligence and Europe's 'Seller Support Hub'.
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The challenge was to provide the building with an installation that represents both the values of the company and the innovative area in which it is located.

Barcelona is the ideal place for the new center. The city combines international talent with a dynamic and innovative network of SMEs, entrepreneurs and startups.

François Nuys
vice president and general manager of Amazon.es

Project

Idea

In the end, we concluded that we should create something unique, that both, workers and visitors could enjoy. We made the decision to build a digital art sculpture based on data, the source of information for the department of R&D and Artificial Intelligence of the building.
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The light and visual installation has been created and designed specifically to fit into the space and transform it using analyzed databases, all in real time.

The platform wants to be the best partner for European companies, regardless of their size, and guide them with the necessary training and assistance to successfully complete their leap to the digital economy.

François Saugier
vice president of Amazon Marketplace in Europe

Project

Challenge

Idea

Project

Technology

Base 3D RoomScreen 3D PictureIllumination 3DSensors 3DControl 3DState Machine 3D

Hardware & SOFTWARE

Screens

The LED screen canvas has a unique design that covers the x, y and z axes resulting in an infinite perspective that symbolizes the immense amount of Data managed by Amazon.

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Illumination

The digital LED strips connect the different screens, columns and tiles, representing Amazon's ability to reach any place, no matter how remote it may be.

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Sensors

The sensors embedded on the interactive tiles and main doors allow the system to analyze what happens in the hall, analyzing and creating a database of people's movement.

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Control

The tablet located in the middle of the Hall acts as the visualizer and control center of the installation, allowing it to transform the space at all times.

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State Machine

The state machine is the brain of the installation, an entirely customized software that receives and analyzes all the data, and that consequently controls the video and lighting servers to change the environment in real time.

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What is it?

Case study

Generative design

Generative Design is a process where a basic shape, pattern or object is automatically modified by an algorithm that combines a limited number of steps, rules and parameters.

Artificial Intelligence

The artificial intelligence algorithms enable us to analyze the data in a way that every day, every second, is different. We process a huge amount of data so we can extract various conclusions and transform them into unique one-off visualizations.

Generative Content

The main goal of the generative content is to transform data into art.
Data tells stories, and we will express them as various visualizations based on basic figures/shapes and organic movements found in nature.

How we use it?

We will use Generative Design in conjunction with the artificial intelligence server to generate unique visuals, lighting effects and moods. The result: infinite modifications of the starting solution (within a solution space set by the designer).

Case study 1

Earth traffic

Barcelona's 4 main streets are represented by 4 cubic linear systems. Traffic conditions vary the size and rotation of the cubic systems, causing each line to be more chaotic when there is more traffic.

Color Meaning
Gran vía
Ronda de dalt
AV. Diagonal
Ronda Litoral
Parameters
01.
INPUT
TRaffic OF STREET
OUTPUT
Cube rotation & Size

Case study 2

Air traffic

Four systems of distributed particles shown on three peripheral screens and the middle one dividing the airspace above Barcelona into 4 quadrants (N, S, E, W), each one represented by different colors. The number of ribbons represent the number of planes that fly over the quadrant at any given moment. The thickness of the ribbons changes according to the number of plane landings at the airport.

Color Meaning
NORTH
EAST
WEST
South
Parameters
01.
INPUT
Number of planes
OUTPUT
Number of Ribbons
02.
INPUT
Planes at the airport
OUTPUT
Thickness Of Tapes

Case study 3

Sea Level

A mesh of particles represent the sea beside Barcelona in real time. The data of the frequency and height of the waves change the mesh whilst rendering an artistic impression of the same. Moreover, a spotlight simulates the frequency with which the lighthouse shines out to sea.

Color Meanig
TIde Color
Light Beams of the lighthouse
Parameters
01.
INPUT
Tide Amplitud
OUTPUT
Shape Amplitude
02.
INPUT
TIDE FREQUENCY
OUTPUT
Shape Frequency

Case study 4

Weather

An abstract visualization representing all meteorological phenomena gathered together. Temperature, cloudiness, humidity, rain and wind speed and direction. All in real time, adapting the hall to the environment that surrounds it.

Color Meaning
Low ºC
Hight ºC
Parameters
01.
INPUT
Cloudiness
OUTPUT
Amaount of clouds
02.
INPUT
Wind Direction
OUTPUT
BG particles direction
03.
INPUT
Wind Speed
OUTPUT
Speed of Particle displacement
04.
INPUT
Rain
OUTPUT
Foreground Raindrops
05.
INPUT
Humedity
OUTPUT
Central Shape Deformation

Amazon Hall

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