On the bund coast of the magic capital of Shanghai
Unexpectedly played the melody of "Ode to Joy"
Beethoven's "Buddha-figures" even landed on the scene
What is the origin of this fantasy show?
Why is Shanghai called the "Magic Capital"? Partly because of the city's magical temperament, but more importantly, its chic.
Emerging lifestyles, popular internet celebrity exhibitions, cutting-edge contemporary art... Shanghai is always their first stop. The sea of "magic capital" makes this place synonymous with avant-garde.
To get a glimpse of Shanghai's magic and fashion, the best place is naturally the Bund.
Whenever it is night, looking at the east side of the Pujiang River, the high-rise buildings lined with Lujiazui are dazzling, and the lights of the Oriental Pearl are dazzling.
Looking back at the International Building Complex on the Puxi side, it is the heavy precipitation of a hundred years of history, as well as the restaurants, bars and countless crowds of night and night songs, composing the atmosphere of night Shanghai life.
Recently, a special concert was held on the Bund, adding a little more magic to the city.
On the evening of November 1, a virtual and realistic "Cyber Classical Night" concert played on a futuristic stage on the banks of the Huangpu River, becoming a hot event in Shanghai.
In order to cooperate with the first wave of sales of this year's double 11, Tmall specially planned this "double 11 yuan cosmic symphony". This special concert airborne in Shanghai also coincides with the city's nighttime temperament.
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"Cyber Classic Night" is a double 11 campaign
01
Beethoven's "Buddha-figures" travel through time
"Heaven under the gods" The Bund night sky
This "double 11-yuan cosmic symphony" has become a hot topic with high local discussion in Shanghai overnight.
It's hard to describe in words what makes this concert special, because its visual and auditory impact is far beyond what the real world could have imagined.
When the first phrase sounded, people quickly guessed that this melody, which everyone was familiar with, was "Ode to Joy".
The Jin Haiyin Symphony Orchestra performed Beethoven's masterpiece, and the most exaggerated thing is that "Beethoven" himself also came!
This musical prodigy of two hundred years ago actually appeared in the night sky of the Bund with the help of high-tech hologram "Heavenly Gods And mortals", waving his hands to conduct the orchestra to play every note.
As the music climaxed, Beethoven's body and expressions kept changing. The auditory tension of the music has a synaesthesia at this moment, transforming into countless colors and shadows, giving people a strong visual impact.
Although separated by a screen, at a certain moment, the Bund Jun seems to be sucked into a space-time alien dimension by this interweaving of virtual and reality.
It was as if I had traveled back to Vienna at the beginning of the 19th century to see how Beethoven composed the Ninth Symphony with a strong will in the sickness of his later years, looked up in the dark night to glimpse the brilliance of the starry sky, and left behind the Ode to Joy, which delivered light to future generations – this is the greatness of this final chapter.
As the music wanes and rests, Beethoven's figure gradually disappears from the night sky, but this futuristic sci-fi concert is still unfinished.
To evaluate this idea, the first word that comes to mind is "metacosm".
In simple terms, the metacosm can be understood as a virtual world parallel to reality. From popular movies such as "Ready Player One" and "Runaway Player" to the commercial layout of foreign companies such as "Facebook", the metacosm is the most popular concept in the current technology circle.
In this "Double 11 Meta-Universe Symphony", what is seen is the moment when the meta-universe "invades" the real world, from the environmental atmosphere to the performance, presenting a new combination of art and science fiction in the current urban context.
This is not only a simple process of real bands and virtual conductors coming face to face, but virtual elements are even integrated into the hands of every orchestra member - it is not difficult to see that these 10 instruments are not "real".
02
Art, science fiction and business
How can it be so integrated?
If you're an urban youth who embraces consumerism, it's easy to see that these gorgeous-looking virtual instruments are buried with little Easter eggs, and many of the "symbols" you are familiar with every day are cleverly hidden.
It turns out that this is a unique special project of "Tmall Super Brand Day", which unites the top ten super brands that will be unveiled on this year's Super Brand Day, and tailors these 10 instruments according to their different characteristics.
IKEA "Superconducting Electric Light Wave Horn"
For example, the digital virtual trumpet used by the musicians has cleverly turned the three buttons into bobbi BROWN's three luxurious gold lipsticks. When playing, a mist of these popular colors erupts from under the trumpet, blowing a preference for solid colors.
BOBBI BROWN "Mist of Luxury Gold"
The slender, low bassoon tube is transformed from the classic hexagonal bottle of GUERLIAN's restored honey essence, the golden liquid flows in the transparent tube body, and a Guerlain monarch bee swirls at the mouth of the tube with music, full of healing feeling.
Guerlain "Golden Wings Basson"
The silver-light psychedelic suspension harp is one of the highlights of the venue, with a smooth shape from the folding screen of the "XiaoMi MIX FOLD". As the screen opens slowly as the player plays, the musician plucks the strings as if to stir up the infinite imagination of the future.
Xiaomi "U-shaped ultra-sensing harp"
The largest "King of Musical Instruments" piano has a full futuristic industrial style. The back panel of the grand piano becomes the iconic scissor door shape of the Xiaopeng Automobile P7, and the musical score is holographically projected in front of the pianist, and the temperature of technology is slowly revealed from the fingers.
Xiaopeng "Holographic Electric Drive Engine Piano"
It can be seen that with just the right design, the exposure of these products in this performance does not appear "simple and rough" at all, but is full of the flavor of the digital age, organically integrated with classical music and visual arts.
In the face of these super brands, "Tmall Super Brand Day" with the help of wonderful digital technology, turned into musical notes flying above the Bund International Building Complex, which represents the internationalization of Haipai, whether it is for these brands or for the city of Shanghai, it is full of noodles.
If the appearance of Beethoven's avatar is a combination of art and science fiction, then the high-profile addition of commercial elements has raised this "double 11-element cosmic symphony" to a new dimension.
This also makes people see the "meta-universe" era, commercial brands combined with cutting-edge concepts of marketing new play.
03
Double 11 this year
Tmall's brain hole doesn't stop there
Tmall's carefully planned "Cyber Classic Night" allows the virtual to collide with reality without a sense of violation, and the concept of "metaverse" full of infinite imagination has since had a new portrait, which is very novel to look at the whole world.
Tmall's brain holes have all been seen, from the frequent crossover with traditional culture to the "Super Bowl" advertisement that came out of the circle last year, it seems that it will always have a steady stream of new inspiration in creativity. This meta-universe concert allows us to see the side of Tmall advancing with the times and looking to the future.
Every year, the Tmall Double 11 Carnival will bring some highly discussed hot events in the city. This "double 11 yuan cosmic symphony" has become a topic of going out of the circle, creating a successful momentum for this year's double 11.
It is worth mentioning that these virtual instruments of considerable artistic value, which appeared in the "Cyber Classical Night", are also presented in the form of popular digital collectibles. Some musical instruments are limited to sampling and sales, and Taobao can be found by searching for "Tmall Digital Collection".
Among them, the first batch of super brand virtual musical instrument digital collection has been completed lottery, of which Coca-Cola's "Sensory Wanderer • Timpani Drum" more than 40,000 people drew lots, and the final number of distributions was only 1 piece, and the collection value is self-evident.
Coca-Cola "Sensory Wanderers Timpani"
On November 1, the hidden virtual instrument "Traveler Hikari Violin" was launched as a hidden virtual instrument. As the "2021 Double 11 Special Commemorative Digital Collection", it is planned to distribute 1111 models for consumers to collect and commemorate at 1.11 yuan on November 11.
Double 11 limited "Traveler Hikari Violin"
Related activity information can be Taobao/Tmall search "Tmall Digital Collection" to pay attention to more limited digital collection activities during the Double 11 period, from which it can also be found that more and more super brands, cultural labels and consumers are establishing and enriching a new consumer culture ecology.
The cross-border of virtual and reality goes from offline to online, synchronizing the real world and the online world, and Tmall uses this way to make the magic capital more "magical". This year's Tmall Double 11 is worth waiting and seeing.
Text, Editor/Cardi C
The video and some pictures are from Tmall
The above content is from "The Bund TheBund" (WeChat: the-bund)
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