De Markthal is designed by MVRDV as a complete experience where living, shopping, going out for dinner and parking all come together under the same roof. A magnificent design, but at the same time an enourmous grey building. A color that won’t invite you to step inside the building. Something was missing to create a real experience of ‘De Markthal’. It needed an added value. Something unique, something big, but above all an experience you would find nowhere else in the world.
Hearing this, Mothership acted directly. MVRDV and Provast organized a pitch to design a big artwork in ‘De Markthal’. Mothership suggested several artists for this pitch. Arno Coenen and Iris Roskam convinced MVRDV with their design ‘Horn of Plenty’. Therefore, together with a team of experts (Michiel van Iperen, Frank aan de Stegge, Dustin Kershaw, Marinus de Ruiter and Frank Hanswijk) they decorated the entire ceiling of ‘De Markthal’. An artwork of no less than 11.000 m2.
The Horn of Plenty is a multilayered artwork consisting of five layers. As a whole it refers to the Cornucopia from the classical era, but also to great artworks such as the Sixtine Chapel.
The fist layer of the artwork is the cauliflower sky. At a glance the sky looks clouded, but with a closer look it becomes clear that the clouds are actually cauliflowers. The second layer of the artwork shows the structure of the Markthal building. Like an x-ray it shows the ribs of the ingenious construction of architect Winy Maas from MVRDV.
A third layer is the visualisation of the network of the cityof Rotterdam. This layer is shaped by the sun and stars that are mutually connected. This network symbolizes the international character of the city of Rotterdam and the location of the Markthal within this network. Besides the art historical interpretation of the artwork, it also makes a reference to the architectural location of the building. This architectural reference is the fourth layer of the artwork. For example, the characteristic church ‘de Laurenskerk’ can be found in the background of the rendering, excactly where it is situated in real life, suggesting a realistic trompe l’oeil. The products that come falling from the sky are a direct reflection of the products sold at the market. These products together are the fifth and last layer of the artwork.
Using modern 3D animation techniques Arno & Iris create a contemporary still life. In order to render this still life the newest software comparable with Pixar Animation Studios is used. The products in the artwork look like as if they have been photographed due to the great detailing of the rendering.
Commissioned by Provast, Arno Coenen, Iris Roskam and the team of experts designed ‘Horn of Plenty’, in cooperation with MVRDV and Corio. Mothership acted as advisor and producer for the work.
|Artist||Arno & Iris|
|Title||Horn of Plenty|
|Team of Experts||Michiel van Iperen, Frank aan de Stegge, Dustin Kershaw|
|Description||Artwork on the inner facade of the Markthal created in a 3D environment|
|Materials||Sublimation print on aluminium sheets|
|Location||Markthal, Binnenrotte, Rotterdam (NL)|
|Supported by||MVRDV, Corio Nederland|
|Producer||Mothership – Faye Ellen|
|Thanks to||Winy Maas (MVRDV), Ts Visuals, Aldowa, JP van Eesteren|