Utilisant le nouveau morceau « Come Get It Bae » de Pharrell en featuring avec Miley Cyrus, la nouvelle campagne World of Redbull 2014 permet de mettre en avant ses athlètes de l’extrême en action, à l’image de Sally Fitzgibbons et Jamie O’Brien en surf ou encore le plongeur Orlando Duque pour ne citer qu’eux.
A slender steel awning shades artists from the sun on the rooftop of this creative arts space that French-Brazilian studio Triptyque created for drinks brand Red Bull in a São Paulo warehouse (+ slideshow).
Situated on Bandeira Square in the bustling downtown of Brazil’s biggest city, The Cultural Centre of the Red Bull Station is a five-storey space renovated by Triptyque for the creation of art, music and culture.
Formerly owned by the São Paulo Tramway, Light and Power Company, the 1920s building was once responsible for distributing electricity across the city’s tram network. Triptyque was tasked with restoring the listed facade while creating an interior that combined a music studio, ateliers for artists, an art gallery and a roof terrace.
The architects added a black steel staircase down one side of the building, linking its five levels and providing an easy flow of visitor circulation up, down, in and around the building.
Accompanying the stairs is a steel beam which supports the metal awning known as Leaf. This structure provides a covered terrace, which functions as an exhibition space showcasing the history of the city.
The concave design of this canopy also allows the collection of rainwater, which can be used to cool the building.
Visitors enter on the ground floor, where the main gallery is located. Here, a blend of concrete mixes with panels of distressed, stippled paintwork; the result of years of repainting by the previous tenants.
Next to the main gallery is a self-contained music studio. The heavyweight concrete module was inserted into the heart of the building as a free-standing structure, and will house Red Bull’s Bass Camp – an immersive programme for would-be music professionals. There’s also a small cafe selling drinks and food.
Above the ground floor is a mezzanine level containing offices that look down on to the lobby space below, while the basement has been adapted to create a secondary exhibition space and music rehearsal rooms.
“The building was completely renovated respecting the architectural heritage concepts,” explained the team. “A contemporary intervention was carried out in order to adapt the building to its new role as a cultural hub.”
The exposed concrete and old paintwork continues on the upper levels, where six workshops were created for artistic residencies. Around each of the individual workshops, another exhibition space called the Gallery of Transition will temporarily host projects.
“The essence of the historic building has been preserved, and the beauty of its elements has been strengthened,” said the designers.
This isn’t the first time Red Bull has worked with architects to create spaces for artists. In 2012, Spanish studio Langarita-Navarro Arquitectos filled a Madrid warehouse with makeshift huts and a wilderness of plants to provide a nomadic music academy for the drinks brand.
Triptyque is a French-Brazilian architecture office created in 2000 by Grégory Bousquet, Carolina Bueno, Guillaume Sibaud and Olivier Raffaelli. Past projects include the Leitão 653 creative studios, which feature a chequerboard facade made from glass blocks.
Photography is by Pedro Kok.
Here’s a project description from Triptyque:
The Cultural Centre of the Red Bull Station: an island of culture in downtown Sao Paulo
The city of São Paulo is one of the places in the world where urbanity is the most powerful and intense. An area where the beauty of the streets and buildings was forgotten for many years. Through the renovation of a 20 years building, formerly occupied by the electricity company Light , the new architectural project Triptyque, the Cultural Centre of the Red Bull Station, appears as an important player in the rehabilitation centre.
Based on the Bandeira square , the new cultural centre hangs together auditory and visual arts through the production and dissemination of new forms of artistic expression.
The building was completely renovated respecting the architectural heritage concepts. A contemporary intervention was carried out in order to adapt the building to its new role as a cultural hub. The essence of the historic building has been preserved, and the beauty of its elements has been strengthened.
An architectural element was created to accompany visitors throughout their visit, from the stairs to the five floors of the Red Bull Station and numerous spaces. On the roof of the station, flaps a fleet metal called “sheet” that covers the terrace.
On one side of the ground floor is located the main gallery, a space that houses exhibitions of all forms of visual arts , performances and concerts. On the other side, is located a volume of concrete, carefully polished and sculpted that receives a music studio.
The basement has been converted into an exhibition space and music rehearsal rooms. Upstairs, six workshops were created for artistic residencies that will change each quarter. Around individual workshops, the “Gallery of transition” temporarily host projects in their creative process.
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La semaine dernière, l’ultime étape de la saison de Red Bull Cliff Diving a eu lieu au milieu des paysages de Krabi en Thaïlande. Un évènement impressionnant remporté par le plongeur Artem Silchenko qui se dévoile dans une série de photographies à découvrir dans la suite de l’article.
« Emerging from the Logos » est une série de posters imprimés « en édition limitée » représentant uniquement les sponsors des différents modèles de voitures de Formule 1. Imaginées par le londonien Yoni Alter, ces visuels composés de logos permettent de deviner la forme des monoplaces Red Bull, Ferrari ou encore Lotus.
Red Bull a imaginé pour le professionnel du street trial Danny MacAskill ce film « Imaginate ». Ce dernier se retrouve au milieu de jouets pour enfants fabriqués à une taille géante, permettant d’observer des tricks impressionnants dans des décors inattendus. A découvrir en vidéo dans la suite.
Red Bull et Snap! Orlando ont demandé aux wake-boarders pro Mike Dowdy, Adam Errington et Dallas Friday d’accrocher des lumières à leur planche. Le spécialiste du light-painting Patrick Rochon a ensuite eu l’occasion de capturer les trajectoires des mouvements afin de créer des visuels splendides.
Le réalisateur Matthaüs Bussman a dirigé cette vidéo pour la nouvelle campagne de la marque Red Bull. Intitulée « Defeat » ce spot dévoile un homme parcourant une ville plongée dans la nuit, éclairée par les néons ainsi que l’énergie de différents sportifs. A découvrir en vidéo dans la suite de l’article.
Le designer basé à Kuala Lumpur Ewan Yap a mis en images son idée de « Big Brand Theory », cherchant à agrandir les logos afin de donner un nouveau graphisme aux canettes. Convaincu que cela n’empêche pas le client de reconnaître la marque, des mises en situation sont à découvrir dans la suite de l’article.
Après l’impressionnant Art of Flight, voici un nouveau film proposé par Red Bull « Where the Trail Ends » suivant les plus grands sportifs de vélo de montagne évoluant à travers le monde. Ce trailer met en action Darren Berrecloth, Cameron Zink ou encore Kurtis Sorge pour un film prévu pour septembre 2012.
Voici le prochain spot et la nouvelle campagne publicitaire de la marque Red Bull qui sera diffusée dans les cinémas français dans le courant du mois de septembre. Un condensé d’images auquel la marque est partenaire entre sports de glisses, surf, BMX ou encore Formule 1.
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