Reinventing the Wheel / United Visual Artists

The London-based Collective Teams Up with VANDEYK for this Hypnotic Short

A bicycle wheel is transformed into an homage to early op art in this mesmerizing collaboration between United Visual Artists and Stuttgart-based VANDEYK Contemporary Cycles. Inspired by the likes of Bridget Riley, the London-based collective UVA used LED strips and motion control systems to create a hypnotic vortex that momentarily threatens to suck the viewer in. Known for sitting at the intersection of sculpture, architecture, live performance, moving image and digital installation, UVA devised the film’s surging soundtrack using audio effects of the bike company’s latest limited-collection release, Purple Blast (a nod to the color of solar flares). The result is a crafty reference to Marcel Duchamp’s early 20th-century notion of the readymade.

via NOWNESS