Dittopia
Shared DNA becomes a shared space.
Overview
PETA Presents Dittopia is an art show that celebrates coexistence between humans and other species through common, shared DNA. The concept was shortlisted at Young Ones 2023.
Brief and challenge
Shared DNA is a fact most people accept and few people feel. Our starting insight was that it is easier to be empathetic when we see someone as an equal, so the task was to turn an abstract piece of science into a space visitors could walk through and recognise themselves in.
Role and deliverables
We shaped the concept, designed the exhibition in 3D, planned an AR layer and made a campaign film to present it.
- Concept
- 3D exhibition design
- AR experience
- Campaign film
Process
The plan is a cluster of soft, rounded chambers with curved walls, pale floors and a deep blue ceiling, where human and animal figures in matte white stand among hanging reflective rods and visitors catch their own reflections among them. Inside the pods, projected animals in cool blue line drawing appear on the walls and floor, and the AR experience lets those characters step out of the architecture. The monogram, a D set against its mirror image, stands in for the idea of a ditto.
Outcome
Space, identity and AR form a single route. The monogram, the blue and white palette and the rounded geometry repeat from entrance to film, and each room returns to the same thought: someone else sharing what you are.
