MACHAS

Ray Oranges’ collaboration with Renault unveiled at Viva Festival

On the occasion of Viva Festival 2024, held in the vibrant and picturesque town of Locorotondo, in the Itria Valley, Italy, the debut collaboration between Ray Oranges and Renault transformed the town’s extensive skyline into an extraordinary visual experience.

The five-minute video mapping show turned the town itself into an expansive piece of art, stretching over 300 metres and bringing vivid imagery to life that captivated festival-goers and seamlessly integrated with the historic architecture and natural beauty of the area.

The show explored themes of transformation, innovation, sustainability, and connectivity. Ray Oranges, known for his minimalist yet impactful artworks, crafted with the support of Diceart animation studio, a fluid, organic and striking narrative energized with and upbeat French-electronic soundtrack.

Oranges used a nuanced blend of abstract and figurative elements, combining dynamic forms, bold shapes, and detailed visual motifs to evoke a sense of timelessness while simultaneously pointing to a bright, innovative future. The careful interplay of vivid colours and stark negative space depicted a cohesive universe that bridged the past with an aspirational, forward-looking vision, allowing viewers to experience both continuity and progression.

“This year, through the artistry of Ray Oranges, we gave the festival audience an extraordinary visual and sensory experience,” stated Raffaele Fusilli, CEO of Renault Italy Art. “Art, much like music, is a powerful and effective medium of communication that transcends words, capable of delving into the language of emotions in all its subtleties. It serves as a means of giving shape to ideas, dreams, and beauty. When we succeed in delivering all of this, we reconnect with the profound meaning and values that distinguish us as a brand”.

Ray Oranges’ work at Viva Festival represents more than just a visual feast; it illustrates how art and technology can unite to craft emotionally powerful and visually captivating narratives.

The collaboration between Ray Oranges and Renault, crafted in partnership with LePub Milan, is just beginning—stay tuned for more exciting projects yet to be unveiled!

See more of Ray Oranges’ work here.