CASE STUDY: CULTURAL INSTITUTION

INSTITUTION: Casa Batlló

TECHNOLOGY PROVIDER: Feral File

Background

Since 2022, Casa Batlló in Barcelona, Spain has invited digital artists to find inspiration in their iconic structure designed by Antoni Gaudi and to create unique projection mappings that bring the building to life via each artist’s unique visual vocabularies. Casa Batlló launched this annual program to engage the local community, invite new audiences to explore the institution, and innovatively integrate contemporary digital mediums into their programming. However after two years of mappings with renowned artist Refik Anadol, Casa Batlló did not know who was attending the mapping events and had no way to engage with those individuals. They sought a technology solution that would integrate with the projection mapping program, provide visitors with a “value add” to their experience, and enable them to learn more about their visitors.

The Concept

Feral File partnered with Casa Batlló and the 2024 Mapping artist Sofia Crespo to design and implement an attendance token that would enable visitors to own a digital memento of their experience watching Crespo’s projection mapping. Visitors could scan a QR code on site, register their email address, and receive an email with instructions on how to set up a Feral File wallet and redeem their attendance token - a digital artwork (NFT) from Crespo that was inspired by her projection mapping.

The Results

Crespo’s large-scale generative artwork, titled Structures of Being, was a huge success: over 95,000 visitors watched her generative display over the course of two nights. Crespo used marine currents data and AI assistance to generate bio-inspired projections, including organic forms such as florals, coral reefs, butterflies, which rippled across Antoni Gaudí’s surrealist structure over the course of 12 nighttime showings. In between screenings, a QR code was projected on the building that enabled visitors to use the Feral File app to collect a “memento” in the form of a unique, tokenized edition of Crespo’s work.

Once collected, the memento made it possible for the artist and Casa Batlló to communicate with holders, and to provide them with a curated stream of content including documentaries, photographs, insights into art projects, and exclusive access to upcoming exhibitions and programs. The memento could also be printed, making it valuable as proof of attendance, a communication tool, and as an artwork.

Whitney’s Participation

As a member of the Feral File team, I supported the project with strategic ideation, project roll out, and ongoing management.

Sofia Crespo, Structures of Being, 2024.