Fluxus

Fluxus Things go luminous

Noor Riyadh Light Art Festival

Logo design, Branding, Pavilion design, Sound design, 3D rendering, Editorial design

“Fluxus” represents a unique fusion of architecture, art, and branding, demonstrating Novaidea's continuous commitment to pushing conventional boundaries and embracing creativity in all its forms.

The concept of the work “Fluxus,” created for the Noor Riyadh Light Art Festival in Saudi Arabia and the XIII Edition of the Florence Biennale 2021, explores the origin of language and offers its own interpretation through the forms of external architecture and everything that happens within.

The external structure of the work is inspired by the significance of the garden in Arab tradition, evoking rejuvenating and vital sensations. Deformations along the surface of the structure and variations in thickness create a visual effect that recalls the delicacy and fragility of a leaf, conveying a sense of lightness and fluidity.

Novaidea believes it is important to collaborate with artistic talents to enrich and bring to life innovative and engaging projects that stimulate creativity and offer unique immersive experiences. Within the exhibition space, visitors interact with the environment and each other through eleven light bars that respond to impulses transmitted by movement. The compositional elements are inspired by the "Alif," the first letter of the Arabic alphabet, symbolizing creation and connection. The light elevates human contact, thus returning to primordial origins such as touch, movement, and the meeting of bodies, which form the basis of every interaction.