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About
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MALA

Client

Dialogue NB

Location

Fredericton

Date

2017

Services

Technology and Innovation

Visual design

Industries

Public installations

A sound and light show about the ancestral memory of a region

Dialogue New Brunswick commissioned Normal Studio to design and create large-scale multimedia projections on the city of Fredericton’s Legislative Building. The experience retraces the area’s history and encourages exchanges and cultural pride amongst the Acadian, Anglophone and the First Nation communities.

To summarize the history of a province in 30 minutes is no easy task. To bring this project to life with originality, Normal Studio had to find a way to “explain history by telling a story.” The first step was to write a scenario that would thread together different themes while lending itself to narrative.

Mala is the ancestral memory of adventurers, families, historic and cultural heroes. It is an interior voice that transports us to different horizons. The accent will be not only on important events and historical figures, but also on how the respective cultures of the First Nations, anglophones, francophones and immigrants have shaped the province. It is in their memory that Normal was inspired to bring imagery to the very foundation of the identity of New Brunswick.

“Carried on the wind of history, rocked by the sea of memory, Mala tells the story of the past we share, reveals the richness of our imagination and celebrates our successes and our ingenuity.”

Tourism Fredericton

Imaging an Identity

We visually interpreted the trilingual story in a way that respected the veracity of historic and cultural facts whilst recognizing a politically sensitive context. To echo New Brunswick’s cultural melting pot, we deliberately established contrasting looks in each segment, using bold transitions to further emphasize these choices. This resulted in a patchwork of different graphic media: illustrations, archive photos and 3D effects.

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