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Informaţii despre proiect
Cluj-Napoca Piata Unirii, Cluj-Napoca
Echipa de proiect
Asociatia de Film Transilvania
arh. Silviu Aldea
- Marius Soflete - Inginer
TIFF, Transylvania International Film Festival, is one of the largest festivals taking place in Romania, focusing on promoting film and the cinematic aspects of art. Having started in 2002, the festival has grown in popularity over the years, attracting more viewers and volunteers. The events, such as movie screenings and interviews with artists, are taking place in Unirii Square, a major part of the city center of Cluj-Napoca. With thousands of people passing by each day, the potential of engagement with the public is greatly increased. The key areas where TIFF activities and promotions would be in place are all part of the old center, among the historic buildings of Cluj, including St. Michael's Church. The wide open space of the Square allows for structures to be visible from numerous angles, and be easily accessible from many directions.
The rising number of festivals going on in Cluj-Napoca is the main reason for introducing several specific structures that would distinguish TIFF from all the others, and inform the public about the nature of the events taking place. The need to advertise arose in order to attract even more viewers, and to provide an overall image and signature design for the Film Festival. These elements should be placed in different key areas of the city, to have maximum reach and raise awareness of the main attraction in the center. Since the reputation of the event grew over the course of the years, the more recent editions are expected to have an even broader impact on city life. Thus, these designed features for promotion are vital in the overall development of not only TIFF's image, but its success as well.
Although the built structures are temporary, they can easily be disassembled and built again for future editions of TIFF. The Signal Tower, the main installation of the project, comprises a red painted timber frame, and is clad in timber panels. Measuring over 9.50 meters in height, this object reinterpreted the logo of the film festival, dividing it on different faces of the prism and proposing a dynamic reading. During the night, a new scenographic effect is obtained through the interior lighting that emphasizes the specific color of the festival and through the dematerializing of the physical object of the tower in the dark. The TIFF Lounge Structure has been assembled out of containers, and includes various leisure and entertainment areas for customers. Finally, the TIFF gates are placed in different key places around Cluj-Napoca, where the flow of visitors would be the greatest, and where they can have the greatest impact.
The increasing success of the Transylvania International Film Festival can be noticed each year. More people participated than in previous editions, with 79 000 tickets sold in 2016, and events going on in 25 different locations around the city. TIFF greatly benefited from the promotional installations that advertised it throughout Cluj-Napoca, and attracted more visitors. The Signal Tower has become the most representative element, being recognized by both locals and tourists as the symbol of this festival. The Lounge has been the most interactive feature, as it provided the venue for ticket sales and other activities. The smaller structures effectively integrated TIFF into the everyday life of the city, standing out in their respective areas, while not disrupting the surrounding architecture. In conclusion, this project has been greatly valued not only by the organizers of the Film Festival, but by the general public as well.