New Zealand on Screen Uses Recycled Shipping Containers & Caravans to Show Off Kiwi Films
Brightly painted and decorated with classic film moments, the two sets of converted shipping container lounges sit on wharfs in Aukland and Wellington. Inside, visitors can learn about and watch classic films and TV or play around with a state-of-the-art interactive video wall. There’s also a ‘Scene Stealer’, an iPad app where visitors can take a photo of themselves, be inserted in a classic NZ film or TV scene, and then share the image via email, facebook and twitter. Outside, giant QR codes let passersby learn more about what’s going on inside these exciting containers.
A retrofitted caravan is making its way around the South Island visiting 18 towns and holding screenings. This pop up cinema is an effective way to bring the festival to towns that rarely get to be involved in film and TV culture. Recycled materials and vintage decor were used to decorate both the lounges on the North Island and the traveling caravan. Classic film memorabilia on loan from the New Zealand Film Commission engages the visitors and adds to the nostalgia. Paul Ward, content curator of the New Zealand on Screen project tells us, “It’s about creating intersections of offline and online environments to give the content more currency without having to build a museum or movie theatre.”
Swedish retail giant H&M started the summer right with a two day sale in a temporary container store that popped up right on the beach! Situated at the Hague’s popular Scheveningen seaside resort, the sale donated partial proceeds to WaterAid, an international NGO that provides access to safe water, hygiene and sanitation in the world’s poorest communities. Featuring their “Beachwear in Shades of Blue” line, the event marked the ninth annual collaboration between H&M and WaterAid. But best of all? H&M sold their true blue wares in a temporary container.
Each year H&M donates 10% of the proceeds stemming from sales of a particular bikini to WaterAid. This year marked three particular departures from the usual agreement. Not only did H&M expand their charitable contribution to include an entire collection of beachwear, but this year they held a dedicated event in this very cool pop-up shop to drum up further sales. And then they donated a whopping 25% of the funds raised to WaterAid.
While other similar trade show installations use brand new containers, all of the ones used for the Hilfiger show were recycled. The containers are refurbished at Bootsmanufaktur, a shipyard that also specializes rebuilding old boats. Because they required minimal construction, the containers only took one day to be placed, three days for rough construction and about three more days for the interiors to be finished.
On one side of the installation, Artdepartment-Berlin built a giant screen out of 10 containers. One face of each container was cut away and screens were placed inside. Using 10 back-pro beamers, one enormous picture was projected onto the screen, creating a dramatic backdrop for buyers to check out the line.
Brothers Erich and Walter Polz had a vision to enlarge their vinotheque and wine logistics center to make a larger statement about the products they were selling. Drawing only from the local region of Styria, the brothers have a unique business that promotes only local produce, wine, meat, and other products. They tasked BWM to create a new identity for their business and a landmark destination that visitors would want to visit as well as purchase regional delights. BWM not only designed the exhibition hall, shipping container racks, the shop and accessory buildings to support the endeavor, but they also conceived the exhibition “So schmeckt die Steiermark” (a taste of Styria).
The highlight of the Genussregal is a 60 meter long, 12 meter high, and 6 meter wide steel beam rack that holds the shipping containers. Containers have been set in the rack to display symbols and products of the region. Side walls are cut away and painted with bright colors and labels to act like window displays. Information on and in the containers tell passers-by more about where the goods are delivered, stored and sent around the world. Some of the containers will even be used as tasting rooms and lounges. Over time, the containers will be repositioned and rearranged to provide visitors new attractions.