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Bēhance

Exit Festival 2013 / Concept-Branding

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  • EXIT 2013
    ELEMENTS OF FUN – creative concept
     
    Concept Elements of Fun is based on bridging the gap between real and imaginary, between ordinary and an intoxicating, lucid dream. Switching reality with a parallel universe.
     
    Symbols have always had a strong metaphorical effect on man. They stirred something in him, long oppressed by civilization and strengthened understanding of an idea. For this very reason, the pillars of this particular concept are four simple symbols. Opposing worldly elements, these for, in an effective way represent everything that visiting EXIT means to an average visitor.
     
    Stepping through the medieval gates of Petrovaradin fortress begins his metamorphosis. Everyday, socially acceptable behavior transforms into a free spirit by the alchemic hold of four new elements. Inside these ancient walls begins an adventure that has been awaited for the entire year. What has only been imagined now becomes tangible. Idols that changed life of many, are really there. The visitor is no longer inferior to them but, in this new world, equal. Together, they can sing, talk, exchange creative energy without any boundaries. In the world behind the Gate, nothing is impossible.
     
    This fairy-tale like, surreal spirit, using the effective element concept is easily understandable for the visitor. He will be encouraged not to only be static but to participate: to look, to listen, to sing or talk, dance or touch. Four days – four elements- for tickets to surreal. 
     
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    EXIT 2013
    ELEMENTS OF FUN
    creative concept
     
    Elements of fun je koncept zasnovan na pemošćavanju jaza između realnog i imaginarnog, između svakodnevice i opojnog, lucidnog sna. Zamena stvarnosti jednim paralelnim univerzumom.
    Simboli su oduvek imali jako metaforičko dejstvo na čoveka. Budili su u njemu ono potisnuto civilizacijom ili ojačavali u njemu razumevanje neke ideje. Baš zbog toga su stubovi ovog koncepta četiri jednostavna simbola. Nasuprot ovozemaljskim elementima, ova četiri, na efekan način, predstavljaju sve ono što poseta EXIT-u znači jednom prosečnom posetiocu.
     
    Prolaskom kroz srednjovekovnu kapiju Petrovaradinske tvrđave, započinje njegov preobražaj. Svakodnevno, društveno prihvatljivo držanje pretače se u slobodan duh, alhemijskim uticajem nova četiri elementa. Pod okriljem drevnih zidina, počinje avantura koja se iščekivala čitave godine. Ono što je do sada bilo samo izmaštano, postaje opipljivo. Idoli koji su mnogima možda promenili život, sada su zaista tu. Posetilac više nije inferioran u odnosu na njih, već su oni, u ovom novom svetu, jednaki. Zajedno mogu da pevaju, da razgovaraju, da razmenjuju kreativnu energiju bez ikakvih prepreka. U svetu iza kapije ništa nije nemoguće.
    Ovaj bajkoviti, nadrealni duh, uz upotrebu efektnog koncepta elemenata, posetiocu je lako razumljiv. On će biti ohrabrivan i animiran ne samo da statično postoji već i da učestvuje: gleda, sluša, peva ili govori, igra ili dodiruje. Četiri dana – četiri elementa – četiri karte u nestvarno. 
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