{"id":5807,"date":"2011-12-05T09:41:46","date_gmt":"2011-12-05T04:41:46","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=5807"},"modified":"2026-03-06T11:11:31","modified_gmt":"2026-03-06T10:11:31","slug":"navarro-correas-wine-art-project","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/navarro-correas-wine-art-project\/","title":{"rendered":"Navarro Correas: Wine Art Project"},"content":{"rendered":"<p>Navarro Correas creates a 13 x 8.2 meter structure in Bogot\u00e1, Colombia. It consists of 1,000 acrylic cells and an automated robotic mechanism that fills each cell with six different shades of wine.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/hZ5ccy0zHsw?fs=1&#038;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<h2>How the installation works<\/h2>\n<p>People activate the robotic mechanism by sending a text message with the acrylic cell number they want filled. Over time, 1,000 text messages build the full image, described as recreating Van Gogh\u2019s self-portrait. A masterpiece made with Navarro Correas\u2019 own wines.<\/p>\n<p>An SMS-controlled installation is a public artwork where participants trigger physical changes by texting simple commands, turning the audience into the \u201cinterface\u201d.<\/p>\n<p>In large-scale city activations, participation gets dramatically stronger when the crowd can see their input change a shared object in real time.<\/p>\n<p>The real question is not whether people will send one text, but whether each text feels like a visible personal contribution to something bigger.<\/p>\n<h2>Why it lands: it turns contribution into ownership<\/h2>\n<p>This works because it makes participation concrete. You are not \u201cliking\u201d or \u201cvoting\u201d. You are choosing a specific cell and watching a physical outcome appear. The growing picture becomes a public scoreboard of collective effort.<\/p>\n<p><strong>Extractable takeaway:<\/strong> If you want mass participation, design a mechanic where each small action is visible, additive, and irrevocably part of the final outcome. People engage longer when they can point to \u201ctheir piece\u201d of the whole.<\/p>\n<p>The stronger idea here is the visible build, not the SMS channel by itself.<\/p>\n<p>The wine-as-paint choice also earns attention twice: first as a spectacle (liquid filling the grid), and then as a reveal (the final portrait). The mechanism creates suspense, and suspense keeps people texting.<\/p>\n<h2>What the brand is really doing here<\/h2>\n<p>The installation positions the wine as a maker\u2019s material, not just a drink. It borrows the credibility of craft and art, then backs it with a participatory system that feels modern and social without needing a social network.<\/p>\n<h2>What to steal for your next interactive public piece<\/h2>\n<ul>\n<li><strong>Make the input trivial:<\/strong> one action, one identifier, no learning curve.<\/li>\n<li><strong>Make the effect observable:<\/strong> people should immediately see change after they act.<\/li>\n<li><strong>Use \u201cadditive progress\u201d:<\/strong> partial completion should still look interesting, so the build phase has its own payoff.<\/li>\n<li><strong>Design for attribution:<\/strong> let participants feel \u201cI contributed\u201d, even if the contribution is small.<\/li>\n<li><strong>Pick a reveal that rewards patience:<\/strong> the final image should be worth waiting for.<\/li>\n<\/ul>\n<hr \/>\n<h2>A few fast answers before you act<\/h2>\n<h3>What is the Navarro Correas Wine Art Project?<\/h3>\n<p>It is a public installation made of 1,000 acrylic cells that are filled by a robotic mechanism with different shades of wine. People participate by texting a cell number to trigger a fill, gradually revealing a final portrait image.<\/p>\n<h3>Why use SMS for interactivity?<\/h3>\n<p>SMS is frictionless and universal. It requires no app download, works on basic phones, and is fast enough for impulse participation in a public space.<\/p>\n<h3>What makes this different from a normal billboard stunt?<\/h3>\n<p>The audience directly controls the build. Each message produces a visible change, so the piece becomes a collective construction rather than a one-way display.<\/p>\n<h3>What is the key behavioral driver?<\/h3>\n<p>Ownership through contribution. People engage more when they can claim a specific part of the outcome and see the shared progress accumulate.<\/p>\n<h3>What should you measure for a campaign like this?<\/h3>\n<p>Participation volume, unique participants, repeat participation, time-to-completion of the full artwork, dwell time around the installation, and any earned media or social mentions driven by the live build.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Navarro Correas creates a 13 x 8.2 meter structure in Bogot\u00e1, Colombia. It consists of 1,000 acrylic cells and an automated robotic mechanism that fills each cell with six different shades of wine. How the installation works People activate the robotic mechanism by sending a text message with the acrylic cell number they want filled. &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/navarro-correas-wine-art-project\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Navarro Correas: Wine Art Project<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":14928,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"Navarro Correas builds a robotic wine \u201cpixel wall\u201d in Bogot\u00e1. People text a cell number to fill it with shades of wine. 1,000 texts reveal Van Gogh\u2019s self-portrait.","_seopress_robots_index":"","iawp_total_views":5,"footnotes":""},"categories":[159,27],"tags":[3043,3050,175,3048,3045,3044,3047,3046,2056,6844,3051,6829,2521,5858,3049,8485,3039,3042,3038,7388,8792,8791,8793,3041,3040,8790],"class_list":["post-5807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-live-communication","category-marketing-strategies","tag-1000-text-messages","tag-alpha245","tag-argentina","tag-art-inside-and-outside","tag-art-made-with-wine","tag-arte-hecho-con-vino","tag-arte-por-dentro-y-por-fuera","tag-bodega","tag-bogota","tag-brand-activation","tag-colombia","tag-digital-out-of-home","tag-experiential-marketing","tag-interactive-installation","tag-leo-burnett-colombiana","tag-mobile-interaction","tag-navarro-correas","tag-parque-63","tag-proyecto-arte-con-vino","tag-public-installation","tag-robotic-art","tag-sms-campaign","tag-van-gogh","tag-vino","tag-wine","tag-wine-marketing"],"jetpack_featured_media_url":"https:\/\/www.sunmatrix.com\/ramble\/wp-content\/uploads\/wine_art.jpg","jetpack_shortlink":"https:\/\/wp.me\/pgYpE1-1vF","_links":{"self":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/5807","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/comments?post=5807"}],"version-history":[{"count":8,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/5807\/revisions"}],"predecessor-version":[{"id":16756,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/5807\/revisions\/16756"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media\/14928"}],"wp:attachment":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media?parent=5807"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/categories?post=5807"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/tags?post=5807"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}