In May 2022, I had the privilege of collaborating as an Art Director with urbanscreen to concept, design and produce a projection mapping show in the enchanting garden of Villa d'Este for Concorso d'Eleganza – an event celebrating historic classic cars. Our work was commissioned by the event agency JOKE, and we had the honor of being the highlight of the exclusive Saturday evening party, sharing the spotlight with the talented Flying Bachs.
The occasion held special significance as it commemorated the 150th anniversary of the luxurious Villa d'Este at the picturesque Lake Como. The extensive show we presented was a one-time performance, artfully depicting the histories of Villa d'Este and the Concorso d'Eleganza Villa d'Este in five distinct chapters.
Together with the Flying Bachs, we developed a choreographed performance, synchronizing our animations and the dance, the result was a 10-minute projection show.
Art direction: Steffen Hörbrand
Motion Design: Steffen Hörbrand, Moritz Horn, Ana Romao
3D Supervision: Moritz Horn
Music: Flying Bachs and Janis E. Müller
Sound Design: Janis E. Müller
Light Design: Philip Keipers
VJ: Swen Seyerlen
Project Management: Anett Ganswindt
Overall Production: Majo Ussat
Coordination Flying Bachs: Stefan Lechermann
Editing: Lennart Liedtke
Documentation sound: Janis E. Müller
In the first chapter the building takes on a whole new dimension as the architectural features come alive, engulfing spectators in a visual symphony. The show weaves together the static beauty of the structure with dynamic and imaginative visuals, transporting the audience into a realm where reality and illusion seamlessly merge.
In the second part of the chapter we present the first dancer through an interplay of a digital representation of her on transparent gauzes and the real dancer behind it, breaking the border between digital projection and live performance.
The second chapter focuses on the history of the region around Villa d'Este, Lake Como. Situated in Italy's Lombardy region, the lake boasts a rich heritage that spans centuries. From ancient civilizations to Renaissance magnificence, Lake Como has witnessed the rise and fall of empires. Its shores are adorned with architectural marvels, including splendid villas and historic landmarks. As viewers delve into the past, they discover the allure that has drawn artists, thinkers, and adventurers to this enchanting destination throughout history.
In this chapter, we delve more into the world of Villa d'Este, celebrating its impressive 150-year anniversary. Villa d'Este is a stunning Renaissance architectural gem and the chapter takes us on a journey through its rich history. The villa's grandeur and splendor have hosted royal guests, renowned artists, and scholars throughout the ages, making it a hub of cultural and political significance.
In the fourth chapter we focused on Concorso d'Eleganza, a prestigious and captivating event that celebrates the timeless beauty of classic and vintage automobiles. We not only pay homage to the artistry of automotive design but also celebrate the passion for preserving the automotive heritage.
This chapter also is a transition from the monochrome world of the past to a more colorful and dynamic interpretation of the present time.
In the final chapter of the projection mapping show, the grand finale unfolds with a symphony of lights, colors and motion. The dynamism of the show reaches its zenith, as more colorful scenes seamlessly transition into each other. The interplay of visual effects as well as dance performances in the projection and live intensifie the experience.
I‘m Steffen Hörbrand. I'm a freelance Art Director and Motion Designer based in Berlin.
My passion is mediatecture, fusing the electronical world with our reality to create astonishing physical spaces with digital layer. I love the logic of good code as well as the clean aesthetic of a moodboard. In my free time I also work with the coding tool Touchdesigner to achieve a more interactive experience of my projects.
I'd love to hear from you! Just write me an email or on social media.
Art direction, Styleframing,
Motion, Coding, Media Art,
3D, Graphic Design,
Houdini / Cinema4D
After Effects / Adobe CC
Redshift3D / Octane
I worked with agencies like
Aixsponza, Blackspace, Flora & Fauna Visions, Urbanscreen, Visual Drugstore, Sehsucht and Tamschick
for clients like
Intel, MAN, Volkswagen, ABB, Philips, GoreTex, ZDF, ARD, Nickelodeon