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magic wallrush studios


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magic wallrush studios


magic wallrush studios

“There is the deep and appealing notion that the universe is but a dream of the god who, after a hundred Brahma years, dissolves himself into a dreamless sleep. The universe dissolves with him - until, after another Brahma century, he stirs, recomposes himself and begins again to dream the cosmic dream. Meanwhile, elsewhere, there are an infinite number of universes, each with its own god dreaming the cosmic dream. These great ideas are tempered by another, perhaps greater. It is said that men may not be the dreams of gods, but rather that the gods are the dreams of men.� -Carl Sagan, Cosmos

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thirdeyeproject The Thirdeye Project is a constantly evolving interactive new media art installation conceptualised and designed by Magic Wallrush Studios, a young artists collective that specialises in alternative, experimental and interdisciplinary arts. The installation is set to premiere at the 2010 Durga Puja Festival in Calcutta, before leaving for national and international tours in 2011.

magic wallrush studios


magic wallrush studios

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in this presentation 1. introduction: the five day dream 2. design and concept: cutting edge tradition 3. 4.

2.1 Multimedia 2.2 Structure 2.3 Narrative why support us promotional opportunities


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magic wallrush studios

part 1: the five day dream

Art is an expression of our uncertainty, our attempt to interpret the cosmic. The Thirdeye Project is our attempt to represent the nature of our existence and, in the process, to transcend it. It is our attempt to capture the magic of puja in a way that has never been done before. We exist in a fluid, shifting and dynamic universe; a variable constant, in a constant state of flux. Matter can be neither created nor destroyed, but nothing lasts forever. The processes of creation, preservation and destruction work to constantly shift energy into infinitely variable forms. Art is an expression of our uncertainty, our attempt to interpret the cosmic. For a few days every year, the city of Kolkata is transformed into massive living, breathing, shining, screaming, blinking installation piece. A thousand cloth-and-bamboo structures, five thousand clay gods, a million people on the streets, a cacophony of light and sound - everything comes together to

create something beautiful and special – a five day dream that we create even as we participate in it. The Thirdeye Project is our attempt to represent the nature of our existence, and, in the process, to transcend it. It is our attempt to capture the magic of puja in a way that has never been done before. The pandal is an interactive space that shall react to the audiences movements and actions. The Goddess, the divine ideal that we create together, may only be discerned through the veil of apparent chaos by us using our imaginations in tandem.


magic wallrush studios

For a few days every year, the city of Kolkata is transformed into a massive living, breathing, shining, screaming, blinking installation piece. A thousand cloth-and-bamboo structures, five thousand clay gods, a million people on the streets, a cacophony of light and sound. Everything comes together to create something beautiful and special – a five day dream that we create even as we participate.

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magic wallrush studios

part 2: cutting edge tradition The eye shaped outer structure is engineered completely out of steel pipes and chrome metal sheets. The interior is an immersive interactive environment created out of smoke, mirrors, lights, laser beams, video projections, paintings and scrap metal sculptures made out of discarded car parts. The central ‘shrine’ is a three way video installation, that responds to every sound and movement around it.


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The inspiration for The Thirdeye Project is rooted both in the tradition of the Durga pujas and the latest trends in contemporary new media arts.

2.1 Multimedia

The installation brings together artists from a number of disciplines, combining architecture, sculpture, video arts, sound design, light arts, painting and interactive electronic art to create a dreamlike immersive environment where the audience invent their own language through exploration to commune with the artwork and evolve it further.

2.2 Structure:

1. The pandal: The eye shaped outer structure, engineered completely out of steel pipes and chrome metal sheets, reflects light in specific angles. After dusk, once the strategically placed lights come on, it is transformed into a metal and light sculpture, shooting beams of light into the heavens. 2. Interior: The interior is an immersive interactive environment created out of smoke, mirrors, lights, laser beams, video projections, paintings and scrap metal sculptures. The central ‘shrine’ is a three way video installation, that responds to every sound and movement around it. 3. Shrine: The shrine consists of three scrap metal sculptures arranged in a circle that symbolise the trinity of Bramha (the creator), Vishnu (the saviour) and Maheshwar (the destroyer). Each sculpture houses a video projector projecting onto a three way screen in the middle that represents the goddess. 4. Directly under the screen there is a glowing ball that when touched triggers changes in the video projections. 5. Portability: The entire structure is assembled out of separately engineered parts that can be dismantled and reinstalled at different locations.

2.3 Narrative:

The installation is a living space, an electronic mandala, representing the web of life, the universal, endless forces of creation, preservation and destruction and the birth of the goddess durga from this continuity. Durga symbolises peace, unity and love that cut across all material worldly differences. The viewer himself is an integral part of this narrative, as every movement or sound produced by him affects and causes change in the environment. By displacing him from his usual surrounding, the artwork forces him into a childlike state where he must create his own language to commune with that world. Each viewer experiences a unique journey, constantly interacting and moulding the installation like a series of rituals, becoming aware of the interconnectedness of things, till he reaches the central shrine. The central shrine represents the cosmic cycle of creation, preservation and destruction, out of which the goddess Durga was formed. Durga is presented as a concept, as she appears on all three screens only when two or more people touch the globe of life, symbolising love, harmony and selflessness.


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part 3: why support us 1. Stand out among the holiday clutter

The Thirdeye Project is a unique and cutting edge concept not only in terms of ‘pandals’ but also contemporary Indian art in general and is all set to attract a large crowd this puja. Last year we recorded an average footfall of 50,00 people a day in a traditionally small-scale puja. We shall be inviting all major news media organisations to cover us – in print, television and radio.

2. Make use of our unique interactive screens

Interactive screens provide an as yet unoccupied promotional space for our sponsors. Get your audience’s undivided attention in the midst of the oversaturated visual clutter of the pujas.

3. Think beyond the five days

While most pandals begin wrapping up by Vijaya Dashami, the Third Eye Project will be open for an additional three days, ending with an exclusive press event for our well wishers in the film, media and art industries.

4. Think beyond the pujas

Our plans with the third eye project to not end with Puja 2010 but continue for at least a year. Since the pandal is a permanent installation that can be dismantled and reassembled at different locations, we plan to take it on tour as a work of art, an event in itself, first within the country in different cities and then perhaps abroad. Towards this end, we are currently holding talks with various cultural organisations in different parts of the world.

magic wallrush studios


magic wallrush studios

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part 4: promotional opportunities Complete Event Sponsorship

Associate Event Sponsorship

Rs 3,00,000

Rs 1,25,000

• Presentation rights for event - ‘Adoption’ of Pandal

• Hoardings/branding at:

• Hoardings/branding at:

1. Park Circus 5-point crossing

1. Park Circus 5-point crossing

2. Crossing near no.4 bridge

2. Crossing near no.4 bridge

3. Along the railing of no.4 bridge

3. Along the railing of no.4 bridge

4. Around the pandal

4. Around the pandal

5. Dargah Road

5. Dargah Road

6. New Park Street

6. New Park Street

7. Bright Street

7. Bright Street

8. Rifle Range Road

8. Rifle Range Road

• Scrolling branding on pandal information touch screen

• Interactive branding on pandal information touch screen • One event/dedicated display outside the pandal • Continued association on any future tours or events for one year

• One stall outside the pandal


magic wallrush studios

Additional opportunities Hoarding and Scrolling logo on ticker Rs. 30,000 Stall Rs.20,000 Scrolling logo on ticker Rs. 15,000 Banner Rs.10,000

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contact us

Magic Wallrush Studio 25B Mohini Mohan Road Calcutta 700020 magicwallrush@gmail.com Arijit Sett, Project Manager 98307 70960 arijitsett@gmail.com Opashona Ghosh, Public Relations 90511 50011 opashona@gmail.com www.magicwallrush.wor.dpress.com

magic wallrush studios “Amidst the attention given to the sciences as how they can lead to the cure of all diseases and daily problems of mankind, I believe that the biggest breakthrough will be the realization that the arts, which are conventionally considered ‘useless,’ will be recognized as the whole reason why we ever try to live longer or live more prosperously.” —John Maeda


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The Wallrush Thirdeye Project