felipe pantone + instagram design immersive 'reels superstudio' in cannes

felipe pantone for instagram reels

Felipe Pantone partners with Instagram with the design of its Reels Superstudio in time for the Cannes Lions International Festival of Creativity 2022 in France. The interactive space takes shape as an ‘experience that brings out the creator in all of us,’ divided between two journeys. The first showcases Felipe Pantone’s ‘Independent View’ exhibit which first debuted in New York this year while the other is an environment inspired by his ‘Optichormie’ collection. This second journey spotlights the designer’s limited-edition armchair created in collaboration with Italian furniture maker Poltrona Frau for its 110th anniversary.

images © Luke Hayes | @lukehayesphotography

ultradynamism coming to life in cannes

Felipe Pantone’s vibrant Reels Superstudio pavilion functions as a dynamic backdrop for visitors to make an Instagram Reel within an augmented reality. The immersive experience expresses forms drawn from the designer‘s concept of Ultradynamism, which explores opposing concepts — like geometry and liquidity, chaos and order, art and tech. The artistic concept comes to life inside the studio with prisms of neon gradients, geometric shapes, optical patterns and jagged grids.

inspiring and informing business owners on the platform

Through his latest work, Felipe Pantone explores ‘the collision between an analog past and digitized future,’ which Instagram notes is reflective of its approach to the metaverse. The Reels Superstudio is a place to inspire and inform creators — especially business owners using the platform — of Instagram’s priorities, including Reels, creators, and shopping.

The space is divided between three distinct zones: The ‘Hall of Creators’ entrance seeks to inspire visitors by displaying Reels made by creators worldwide. Next, ‘immersive rooms’ function as backdrops for the creation of new Reels within the Felipe Pantone-designed space. Lastly, visitors are treated with a free gift from the Instagram shop.

Instagram claims that Reels is its fastest growing format, making up 20% of time users spend in the app. Upon the project’s opening, Felipe Pantone comments: ‘It has been a thrill to collaborate with Meta for the Instagram Reels SuperStudio for Cannes Lions. Our partnership is authentic in our ability to translate my work into actual interactive environments. We’ve achieved a visceral experience that blurs the lines of physical and digital realities with each guest that steps into the SuperStudio in a way that stays true to the work I create in my own studio.

‘I’ve used Instagram since its inception as a tool to amplify and allow my audience to interact with my work no matter where I am in the world. I’ve taken advantage of the opportunity to creatively engage within the digital platform that has contributed to the growth of my work and new relationships.

‘The SuperStudio realizes my concept of Ultradynamism by pushing the duality of opposing worlds within art, design and technology. Both my Chromadynamica series and Independent Viewer sculptures are magnified through physical installation and augmented reality that makes for a truly unique encounter.

‘Instagram Reels creates a space for creatives to take control and through the SuperStudio I’ve been able to further my exploration in bringing my paintings and sculptures to life in both the physical and digital worlds.‘