EG Production was invited to participate in a tender to develop the concept and design for the Misk Art Week 2024, an annual event held in Riyadh, KSA.
We proposed the concept titled “THE METAVERSE: The Desert of the Future”, which was inspired by a metaphor and imagery of an ancient Arab city transposed into the digital space. Here, its forms and elements are abstracted and simplified. They are fragmented and broken down into pixels, employing an artistic technique that alludes to the aesthetics of futurism and technology. The fair space appears to be transported into virtual reality, resembling a futuristic universe.

The design relies on the versatility of three-dimensional pixels, represented in real life by cube modules. All exhibition structures and elements are constructed using four types of modules: 3D cubes and 2D squares.

In the dark time, all the seams of the structures start to glow, creating a fantastic cosmic effect. This is similar to the laser construction of planes during three-dimensional scanning of an area, which adds an extra dimension to our “digital reality.”

Artist – Andrey Voronov