JACOB BLOOM

Ilhavela is a weekly, interactive projection show in Rio de Janeiro.  It was a 3rd place finalist in Walt Disney Imagineering's annual ImagiNations competition.

 

The story of Ilhavela follows Paulo as he chases a butterfly through the city of Rio de Janeiro.  As he runs, the streets fill with swirls of color and light.  When he finally catches it, a million butterflies burst out of his hands, and he realizes that the butterfly was not a butterfly at all, but a projection that takes over the city.  Each week visitors and residents of Rio are invited to join Paulo as he runs through the city, bringing people from different backgrounds together. The interactive projection show begins with an eruption of butterflies and colors that disperse throughout the city, which prompts a game of “follow the butterfly” which will ultimately lead participants to one of fifteen predetermined courtyards.

The experience of Ilhavela is as much about the journey as it is about the destination. Any street in the city could potentially become part of the route and every wall and street a canvas for the projections. Familiar buildings and spaces that might often go ignored will become captivating when they are transformed with light and color.  Through the use of a companion app, participants will be able to see a live map of the butterflies as they move through the city, and get directions on how to join the parade of people as they move through the streets.  The app even allows participants to request their own personal butterfly be sent to their location.  Further, the app allows for live, crowd-sourced data on where participants are in the city so that the distribution of butterflies and routes can be adjusted accordingly.

 
Upon arriving in the courtyard, participants will find themselves immersed in an interactive digital environment that is activated by sound, proximity, and touch as well as a chance to engage with Disney cast members. Each of the fifteen courtyards is transformed into a unique destination that serves two purposes: first, to act as a canvas for the interactive projections, and second, to re-invent the space of the courtyard for daily use. Ilhavela is the permanent and temporary transformation of an entire city. It is a weekly challenge to traditional thinking and behaviors. It is an event that puts novel technology at the fingertips of everyday people.  It draws on the vibrancy and culture of the City of Rio itself, but augments it in such a way as to make the ordinary fantastic.