A replica of the No10 front door briefly took the place of the real thing as part of an art installation which will tour the world promoting British business.
The installation will go on an international tour, supporting the GREAT Britain campaign, highlighting the UK’s historical heritage while showing off the country’s craftsmanship, creative talent and technical know-how.
Designed by Jason Bruges Studio, and crafted by Benchmark, the door looks just like the original but it captures movement immediately behind it and projects this as silhouettes onto its surface. The door combines fine craftsmanship with innovative British-made responsive technology for a uniquely interactive take on an iconic location.
The “Digital Double” of the most recognisable door in the world was a co-creation of Jason Bruges Studio and Benchmark, leading designers and master craftsmen. Specialist responsive LED technology designed by Jason Bruges Studio is embedded in the bespoke door. An array of sensors and display lighting reveal a silhouette capturing the moment anyone passes by and through it.
The one-of-a-kind installation will next appear at the Great Festival of Creativity at Shanghai’s Long Museum from 2-4 March, which will be attended by HRH The Duke of Cambridge. The Festival will celebrate British creativity and innovation in front of a high level business audience from the UK, China and beyond to create opportunities for British companies to break into one of the world’s fastest growing markets.
The No 10 Door will form part of a richly varied array of British creativity and innovation at the Shanghai Festival, before forming part of a touring exhibition of GREAT Creations that will promote British business, tourism and education in other key markets. Other featured exhibits will include a one-off GREAT Britain Aston Martin, a never before seen collection of David Bailey’s portraits of HM The Queen and a handcrafted couture dress designed exclusively for GREAT by Nicholas Oakwell.
Jason Bruges said: “We are delighted to support the GREAT Britain campaign and contribute to the wider promotion of British creativity and business around the world. The installation is playful and inventive and is a classic example of the creative capital of Britain. The door is a symbol of Britain’s Creative Industries being open for business and the incredible design and technology talent we have here.”
Sean Sutcliffe, Benchmark commented, “This project represents the coming together of the best of craftsmanship, creativity and technology – where Britain excels. The digital double gives a light-hearted and interactive focus on these skills. British craftsmanship is world-leading and truly becomes viable when we add the values of design and technology.”
A spokesperson for the GREAT Britain campaign said: “Britain’s world leading creative industry sector generates £71bn a year for the UK economy and is pivotal in driving the UK’s economic growth. Jason Bruges and Benchmark are representative of the outstanding vision and talent on offer here. This new art installation will undoubtedly catch the attention of international audiences and provide a great visual hook to promote British business, tourism and education around the world.”