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Rockwell Group and Jones|Kroloff Designing the Entrance Installation to the 11th International Architecture Exhibition of La Biennale di Venezia on View From September 14 to November 23, 2008

'Hall of Fragments' Installation Will Introduce Visitors to the Theme of the 11th International Architecture Exhibition 'Out There: Architecture Beyond Building'

NEW YORK, Sept. 11 /PRNewswire/ -- David Rockwell, in collaboration with Reed Kroloff and Casey Jones, is designing the "Hall of Fragments," a site-specific installation for the entrance of the Corderie dell'Arsenale, the main exhibition facility at the 11th International Architecture Exhibition of La Biennale di Venezia. The exhibition, which runs from Sunday, September 14 to Sunday, November 23, 2008, is the preeminent international architecture exhibition and is expected to attract many visitors. Directed by Aaron Betsky, the title of this year's exhibition is "Out There: Architecture Beyond Building." Some 20 architecture firms from around the world, including Zaha Hadid, Diller Scofidio + Renfro, Frank Gehry, and Coop Himmelb(l)au, will also present large scale site specific installations in the Corderie.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080911/NYTH022 )

Implicit in the title "Out There: Architecture Beyond Building" is the suggestion that architecture transcends mere bricks and mortar -- the limitations by which it is typically conceived. The exhibition asserts that architecture is really the larger system through which we understand the world around us. In that light, architecture is both the physical places and spaces we know and the ones we invent. Today, in very real ways, architecture is changing from a world of bricks-and-mortar to a world of digital imagery, and popular cinema is one such world that has been a rich source of architectural imagination and inspiration for almost a century.

"We're honored to be a part of the 11th International Architecture Exhibition and are thrilled by the opportunity to design and build a site specific installation exploring the idea of architecture beyond building," said David Rockwell, Founder and CEO of Rockwell Group. "Being obsessed with crafting environments that create impact and engender ideas, we challenged ourselves by exploring how the use of technology can transform how people experience films and create a constantly changing and compelling environment."

When visitors enter the Corderie dell'Arsenale, they will be confronted with the 4,624 square foot "Hall of Fragments," in the center of which is a glowing hourglass-shaped passage of moving imagery created by two giant convex screens (60' x 14.5' each) onto which geometric distortions of film clips are projected. The exhibit transforms the relationship between people and their architectural environment so that the size, speed and number of the visitors will determine the visual architecture projected on the screens, resulting in a different and new architecture every time. Rockwell and Jones|Kroloff chose a diverse array of clips from classic and contemporary American and foreign films, all of which exhibit remarkable architectural visions or alter our perception of known environments.

There will be three layers of sound in the exhibit. The first layer will come from 20 speakers backstage around the monitors that will each play the soundtrack of the movies that are playing on their corresponding monitors. The second layer, specially designed for the exhibit, will be amplified from speakers above the monitors throughout the whole space. This sound will not be associated with any of the movie clips, but will rather respond to the entire environment. The last sound layer -- a series of reactive noises trigged when visitors move -- will come from speakers on the four load-bearing columns supporting the screens.

Behind each screen is a structural scaffold that houses the projection and interactive sensing equipment, as well as 40 monitors on each side that are playing continuous loops of clips of the films that are being projected. Visitors can go backstage at the front or back of the screens to see the mélange of clips that are the data content for the digital software that configure and de-configure the fragmented visual environment in the passageway. Seating on loan from the Italian furniture manufacturer Moroso will provide visitors with behind the scenes views of the exhibit.

Interviews in Venice

David Rockwell, Reed Kroloff and Casey Jones will be available for interviews in Venice during the press preview of the exhibition, from September 10 to 13. Please contact Rockwell Group or Camron at the numbers listed on top of this press release if you would like to schedule an appointment.

About Rockwell Group -- www.rockwellgroup.com

Rockwell Group is an award winning, cross-disciplinary 250-person architecture and design firm specializing in cultural, hospitality, retail, product, and set design. Founded in 1984 in New York by David Rockwell, the firm crafts a unique narrative and an immersive environment for each project. Rockwell's interest in theater has informed much of the firm's work, which ranges from the W Hotel, W Union Square Hotel, and Adour Alain Ducasse at The St. Regis New York; the Children's Hospital at Montefiore in the Bronx; the Kodak Theatre in Los Angeles; Nobu restaurants worldwide; and groundbreaking set designs for Broadway productions of "Hairspray" and "Dirty Rotten Scoundrels." Rockwell Group is currently at work on Canyon Ranch Living, the Elinor Bunin-Munroe Film Center at Lincoln Center, the Walt Disney Family Museum in San Francisco, the Imagination Playground initiative, and the interior work and brand conceptualization for the new JetBlue terminal at New York's John F. Kennedy International Airport. David Rockwell is the 2008 recipient of the Smithsonian's Cooper-Hewitt, National Design Museum's National Design Award for Interior Design.

About Jones|Kroloff -- www.joneskroloff.com

Jones|Kroloff is a nationally respected consulting practice that advises clients on a range of contemporary design related issues specializing in architect selections, design competitions, prizes, exhibitions, and conferences. Founded in 2000 by Reed Kroloff, the current director of the Cranbrook Academy of Art and Art Museum and Casey Jones, a former associate in the Design Excellence Program of the US General Services Administration, the firm enables a broad audience to connect with design through the unique processes the firm tailors for each project. Recent clients include the Whitney Museum of American Art, the Aspen Art Museum, The History Channel, Yale University, Global Green, the City of San Antonio, and the New Orleans Building Corporation.

SOURCE Rockwell Group

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