Vision = Trollbäck + Company
Artistes have always started with blank canvases, but again changing definitions force them to accept the challenges of the modern word and that is what is faced by Swedish-born DJ-turned-designer Jakob Trollbäck and his colleagues when they have tried to creat content for 120 feet 111 feet wide wall with moving images. This is the content for one of the worlds largest video walls, which is located in new Frank Gehry-designed Manhattan headquarters of InterActiveCorp’s (IAC) lobby.
The last few years have seen Trollbäck + Company, a New York design studio which has its specialization in branding and motion graphics accomplish projects of the cadre of a rebranding campaign for CBS, innovative motion graphics spots for MetLife and Volvo and live-action ads for Infiniti and Nike..
Both the company’s design principles and its technical resources were put to the test on the IAC video wall. “We try to have everything mean something,” Trollbäck explains. “If you do something beautiful or add some decoration, it needs to serve the purpose of making people feel a certain way when they look at it. My role, more than anything, is to figure out what that response might be.”
It has more than 60 individual brands which include the likes of Ask.com, Citysearch, Evite, Match.com, and Ticketmaster, the challenge before the company was to make sure that the media wall reflects the diverse activities of the IAC whils still giving the look of the company as a complete closed coherent look. This challenge was accomplished quite successfully when the company made a series of themes and groups the content in them.
“There’s a little segment about dating, for example, and there’s one about shopping,” explains Trollbäck. “It was a branding project, but also an art project, because we needed to create something that was just as beautiful as the new building.”
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