States of Matter
In an exciting collaborative project with the Tate Modern, we unveiled the new extension for the prestigious London based gallery.
We took this as an opportunity to create an immersive video experience that allowed viewers to witness four different ‘States of Matter’.
We Asked Ourselves...
But how do you create a video experience for the Tate Modern and avoid making a clichéd puff piece?
Firstly, you need to channel your inner camel. With the elevators being too small, the crew had to carry a dolly up to the fourth floor via the stairs. And when they got to the top – they were forbidden to drink water as it could have stained the freshly installed floor.
Secondly, you collaborate with the Icelandic avant-rock band Sigur Rós and digital agency Phantom. Collectively, we created an interactive video experience that explores the past, present and future of the gallery.
A Greater Concept
This resulted in an interactive, multi-layered project – Exploring Liquid, Solid, Air and Plasma. The four different ‘states’ mirrored the past, present, change and future of Tate Modern, with a reference to the history of the Bankside power station that hosts it.
We developed the concept collaboratively with Sigur Rós and Tate, in order to make sure each stem of the track explored a specific theme within the overarching concepts of States of Matter.
4 Different States
‘Liquid’ would observe a living fluid within The Drum – a new section in the Tate Modern’s extension.
‘Solid’ utilised archive footage to show the structure of the extension.
‘Air’ followed mysterious workers carry an artefact throughout the upper floors of the extension.
‘Plasma’ explored the hollow shell of the extension in a state of construction with modified drone footage.
The project was a success, both commercially and culturally.
The project garnered thousands in earned media from publications such as Pitchfork, NME, Nowness and It’s Nice That.
House of Greenland’s relationship with The Tate continues with projects such as ‘Tate Shots’.
Since the project, we are in talks and have on-going projects with several other London based galleries and cultural institutions.