{"id":154,"date":"2012-10-14T15:36:43","date_gmt":"2012-10-14T14:36:43","guid":{"rendered":"http:\/\/www.mediaartdesign.net\/blog\/?p=154"},"modified":"2012-10-14T15:36:43","modified_gmt":"2012-10-14T14:36:43","slug":"hello-tm-h5","status":"publish","type":"post","link":"https:\/\/www.mediaartdesign.net\/blog\/?p=154","title":{"rendered":"HELLO TM H5"},"content":{"rendered":"<p><a href=\"http:\/\/www.mediaartdesign.net\/blog\/wp-content\/uploads\/2012\/10\/12_10_14.jpg\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-155\" title=\"12_10_14\" src=\"http:\/\/www.mediaartdesign.net\/blog\/wp-content\/uploads\/2012\/10\/12_10_14.jpg\" alt=\"\" width=\"640\" height=\"427\" srcset=\"https:\/\/www.mediaartdesign.net\/blog\/wp-content\/uploads\/2012\/10\/12_10_14.jpg 640w, https:\/\/www.mediaartdesign.net\/blog\/wp-content\/uploads\/2012\/10\/12_10_14-300x200.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p style=\"text-align: right;\"><em><em>H5, HELLO TM Liberty, 2012.<\/em><\/em><\/p>\n<p>Le mercredi 10 octobre dernier \u00e0 9 h pr\u00e9cises, une inqui\u00e9tante nouvelle a simultan\u00e9ment \u00e9merg\u00e9 des serveurs de l\u2019Agence France-Presse, de l\u2019Associated Press et de Reuters\u00a0: \u00ab\u00a0La marque am\u00e9ricaine <a href=\"http:\/\/www.hello-h5.com\" target=\"_blank\">HELLO TM<\/a> aurait rachet\u00e9 la <a href=\"http:\/\/www.gaite-lyrique.net\" target=\"_blank\">Ga\u00eet\u00e9 Lyrique<\/a>\u00a0\u00bb. L\u2019information n\u2019a pas encore \u00e9t\u00e9 confirm\u00e9e par le centre parisien d\u00e9di\u00e9 aux Cultures Num\u00e9riques qu\u2019une statue embl\u00e9matique de la firme\u00a0 fond\u00e9e en 1812 \u00e0 Chicago par Harvey Halloway orne son entr\u00e9e. C\u2019est donc un aigle \u00e0 la couleur bronze et symbolisant la puissance qui nous accueille. La marque se veut toutefois rassurante en diffusant des messages publicitaires au travers d\u2019une voix f\u00e9minine enivrante. Mais le regard de l\u2019aigle dont l\u2019image vid\u00e9o projet\u00e9e atteint les 21 m\u00e8tres de large\u00a0<em>is watching us<\/em>. L\u2019entreprise \u00e0 l\u2019identit\u00e9 visuelle quelque peu infantilisante n\u2019a pas h\u00e9sit\u00e9 \u00e0 occuper l\u2019espace d\u2019exposition en y installant une gigantesque table de r\u00e9union fa\u00e7on <em>Board of Directors<\/em>. A l\u2019\u00e9cran, se succ\u00e8dent les <em>slides<\/em> d\u2019un <em>story telling<\/em> d\u00e9taillant le contr\u00f4le de la situation. En bas, on comprend que l\u2019entreprise est une famille, comme Google, comme Facebook au travers des \u00ab\u00a0880 portraits de ceux qui ont fait le si\u00e8cle avec HELLO TM\u00a0\u00bb. Et puis il y a la projection immersive d\u2019un film d\u2019animation o\u00f9 s\u2019op\u00e8re une collision entre <em>Les Oiseaux<\/em> d\u2019Hitchcock et le style graphique de l\u2019agence <a href=\"http:\/\/www.h5.fr\" target=\"_blank\">H5<\/a>. Sans que l\u2019on comprenne les rapports entre l\u2019agence parisienne et le groupe international qui s\u2019est adapt\u00e9 \u00e0 la culture de la Ga\u00eet\u00e9 Lyrique en proposant quelques dispositifs interactifs. Mais rien de ce qui est graphique, color\u00e9 ou participatif ne peut faire oublier les d\u00e9sirs d\u2019expansion de la marque HELLO TM. Allant jusqu\u2019\u00e0 d\u00e9voiler le projet architectural visant \u00e0 d\u00e9placer le Guggenheim Museum de New York \u00e0 Chicago pour en faire son futur si\u00e8ge social\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>H5, HELLO TM Liberty, 2012. Le mercredi 10 octobre dernier \u00e0 9 h pr\u00e9cises, une inqui\u00e9tante nouvelle a simultan\u00e9ment \u00e9merg\u00e9 des serveurs de l\u2019Agence France-Presse, de l\u2019Associated Press et de Reuters\u00a0: \u00ab\u00a0La marque am\u00e9ricaine HELLO TM aurait rachet\u00e9 la Ga\u00eet\u00e9 &hellip; <a href=\"https:\/\/www.mediaartdesign.net\/blog\/?p=154\">Continuer la lecture <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediaartdesign.net\/blog\/index.php?rest_route=\/wp\/v2\/posts\/154"}],"collection":[{"href":"https:\/\/www.mediaartdesign.net\/blog\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediaartdesign.net\/blog\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediaartdesign.net\/blog\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediaartdesign.net\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=154"}],"version-history":[{"count":1,"href":"https:\/\/www.mediaartdesign.net\/blog\/index.php?rest_route=\/wp\/v2\/posts\/154\/revisions"}],"predecessor-version":[{"id":156,"href":"https:\/\/www.mediaartdesign.net\/blog\/index.php?rest_route=\/wp\/v2\/posts\/154\/revisions\/156"}],"wp:attachment":[{"href":"https:\/\/www.mediaartdesign.net\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=154"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediaartdesign.net\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=154"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediaartdesign.net\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=154"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}