Spot On: Transforming Empty Shop Windows into Interactive Art

Responsive Spaces and Michael Holzer's Innovative Light Installation

Spot On is not just an art installation; it's a creative solution to the growing number of empty shop windows, especially in prime locations. These unused spaces, which have become more prevalent due to the Covid-19 pandemic, are transformed into vibrant, interactive displays that not only catch the eye but also provide a platform for local businesses. The concept was born in the summer of 2021, in Linz, where the installation continues to captivate passersby.

The heart of the installation is a voluminous arrangement of controllable LED lights. When viewers stand 'on spot', they can design individual messages using their smartphones and send them directly to the system. A jury regularly selects new young companies and startups from among all the applicants, for whom this consequently means to be in the spotlight in the shop windows.

The installation is made up of an easy-to-setup and remove wooden frame to which 24 DMX-controllable LED tubes with single RGB Pixel control are mounted. The mobile website that lets everybody interact with the light installation has a MQTT based backend that is parked in the cloud, so every bypasser can reach it with his or her smartphone. The light installation itself is also connected to the internet via a SIM card and mobile internet to receive commands from all users that are surfing the mobile website.

The design team, led by Markus Pargfrieder and Michael Holzer, faced the challenge of creating a flexible hardware setup to adapt to different measurements of shop windows. They also needed to add extra value to argue funding. Therefore, they integrated the presentation of local businesses which were also hit hard by the COVID-19 pandemic. To engage with bypassers, they offered a mobile interface that let users easily take creative control of the light installation and display short messages.

This innovative design approach earned Spot On the Golden A' Interactive, Experiential and Design Installations Award in 2023. This prestigious award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

In conclusion, Spot On is a testament to the power of design and innovation in transforming mundane spaces into interactive art installations. It not only beautifies the cityscape but also provides a platform for local businesses, demonstrating how design can be both aesthetically pleasing and functionally beneficial.