Designing Seeds by Universal Everything
Sheffield based design company, Universal Everything, which has had big success with brands such as Apple, Audi, Nokia and Playstation are bringing a taste of their creativity home with a new exhibition, 'Designing Seeds'.
The exhibition has been brought to the city by Sheffield Hallam University working with Creative Sheffield. It will showcase an eclectic variety of Universal Everything's software-based artwork hosted in the university's new Furnival Gallery from February 18 to March 4.
Creative Director at Universal Everything, Matt Pyke, explained:
"This exhibition will showcase interactive, animated and printed artworks which are generated using automated digital design systems, instead of painstakingly designing a poster or animation.
"We essentially design the 'seed' which includes the parameters, the look and the rules. We put all of the effort in at the beginning, press play, and the design develops on its own and manifests itself. Designing seeds and watching them grow to the end result - always surprise us!"
The exhibition also presents the Advanced Beauty project, which is currently touring film festivals worldwide. Advanced Beauty is a collaborative venture, curated by Universal Everything and musician Freeform, in which programmers, artists, musicians, animators and architects collaborate on digital artworks influenced by sound. A series of audio-visual 'sound sculptures' have been created with sensory 'sound tiles' allowing viewers to 'feel' the soundtrack.
Projected onto the street-facing windows of the new Furnival Gallery will be 'Forever' – an ever-changing digital artwork which has recently exhibited in the V&A Museum's John Madejski Garden.
Pam Bowman, Senior Lecturer in Graphic Design at Sheffield Hallam who helped bring the exhibition to Sheffield said:
"Designing Seeds will demonstrate the fantastic facilities that the Furnival Gallery can offer. Matt has been involved with the graphic design students at Sheffield Hallam University for the last two years. Such high profile collaborations as these, illustrate the close working relationship the university has with the arts and design community and is a fantastic opportunity for our students."
Brendan Moffett, Director of Strategic Marketing at Creativesheffield, commented:
"This is a great taster of Sheffield's best creative and digital talent – a sector in which our city continues to excel.
"Creativesheffield and Apple supported the 'Forever' installation at the V&A in order to showcase Sheffield's talent to London audiences. Apple provided a podcast of the installation which can be downloaded from ITunes – broadening the reach of the project to an international level. Sheffield's Digital Campus will be officially launched in March, further maximising Sheffield's reputation in this field."
Designing Seeds will appeal to a wide variety of people including adults, children and students for its technical, interactive or purely aesthetic appeal. The exhibition kick-starts an international tour of Europe, USA and Asia.
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