A large exterior screen that serves as a window to the inner world of an artist, and not just any one. This is one of the suggestive letters of introduction with which he returns to Barcelona Integrated System Europe (ISE), the most important professional AV and systems integration fair in the world. A transparent LED screen will be the entrance door to the southern entrance to Fira de Barcelona's Gran Via venue, but also to the creative mind of Dutch artist Jeroen van der Most.
This is one of the highlights of the program for the 2024 edition of a fair that promises to be historic and where the digital creator will present a replica of his creative mind based on Artificial Intelligence, offering an immersive exploration of his thoughts fused with those of a bee. . A proposal that supposedly moves away from the futuristic and unfathomable AI that is on everyone's lips. One that, as the artist points out, is “supercharged by mere productivity and profit.”
On the contrary, Jeroen van der Most surrenders to intelligence that is “closer to nature, more modest and more surprising when it comes to finding design ideas.” That is the premise of 'Bee Barcelona', a free show open to the public that will lead the viewer to redesign and transform the city of Barcelona into a symbolic hive. Without a doubt, one of the attractions of ISE 2024, which will take place from January 30 to February 2, with more than 1,340 exhibitors and a space of 82,000 square meters, 30% more than in 2023. Likewise, it is expected that the This year's attendance exceeds that recorded in the previous edition, which concluded with 58,107 people, marking the record since this professional fair arrived in Barcelona.
Can AI and audiovisual solutions help us connect more deeply with people? It is the question that Jeroen poses from his particular creative vision and from a unique 'window': one of the largest LED screens in the country that has a transparency of 80% and a pixel pitch of 3.9 millimeters to project thoughts. from an artist who has been working with data, algorithms and artificial intelligence for years. It will be on Wednesday, January 31 at 7 p.m.
A collaborating artist with Amnesty International, NVIDIA, NH hotels, Sogeti and Nike, among others, Jeroen will captivate the public with a live performance broadcast on the newly inaugurated screen at the south entrance of Fira de Barcelona's Gran Via venue, but also with the speech opening on Wednesday, January 31 at the ISE Show Floor Theatre, in Hall 4, and featured voice on day 2.
"We are delighted to welcome Jeroen van der Most to ISE 2024. Through his show, open to all audiences, we will be able to share with all the citizens of Barcelona how the audiovisual technology presented at the fair allows us “live new experiences in our daily lives,” said Mike Blackman, general director of Integrated Systems Events.
All this in a year in which the fair celebrates four editions in Barcelona with a clear objective: to continue conveying the positive impact of the audiovisual sector with the city, with unprecedented and free shows such as that of Jeroen van der Most himself or the mapping of Casa Batlló by the artist Sofia Crespo, which will take place on January 27 (first session at 9 p.m., last session at 10:30 p.m.) and January 28 (first session at 7 p.m., last session at 10 p.m.: 30h), and which will also be open to everyone
The new 193 m2 invisible LED screen that 'Bee Barcelona' will project is one of the great attractions of the new edition of ISE. Located at the southern entrance of Fira de Barcelona Gran Vía, this screen will generate interactive content during the days of the fair, creating a perfect combination of technology and architecture.
The development of this new screen has been a collaborative project that has involved close coordination with the Fira de Barcelona team and various partners, including the Barcelona company SONO, among others. A screen that will be used throughout ISE, but that will become a permanent element at Fira, and will also be used for other fairs held at the venue throughout the year.
“While ISE remains a professional fair, one of our great objectives is to extend the potential and enthusiasm of audiovisual technology beyond the exhibition halls and share it with the city of Barcelona. Through activities open to all citizens, such as the live show by Jeroen van der Most or the mapping at Casa Batlló, we want to continue building a lasting bond with the people of Barcelona and, at the same time, thank the support that the city since we arrived four years ago,” added Mike Blackman.
