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= Sila Sveta =

Sila Sveta — is a design and multimedia studio founded by Alexander Us and Alexey Rozov in 2007. Engaged in the implementation of light art projects. The Sila Sveta is called one of the largest companies in the world specializing in lighting, video and audio installation. The company's offices are located in Moscow and New York. For 2021, the studio team consists of 80 people in Russia and the USA.

History and description
Sila Sveta was founded in 2007 by Alexander Us and Alexey Rozov. The first investment in the form of 14 Chinese projectors cost the team 3 million rubles.

The first work was a show in the Russian Museum, then there was a restart of the Ostankino Tower (the team illuminated all 540 m, the fee from the All-Russian State Television and Radio Broadcasting Company amounted to 50 thousand dollars ), the Economic Forum in St. Petersburg, the "Roofs of the World".

The project was made profitable by successful advertising cases for automobile companies and the victory — the Grand Prix at the “Circle of Light” festival. The company's turnover in 2015 exceeded 450 million rubles and in 2018 it amounted to 700 million rubles. The estimated cost of a second of the light show is $250.

In scientific publications, the Sila Sveta is called as the one of the successful modern project in the field of interactive media.

Installations
In 2011, the Moscow Department of Media and Advertising organized the first “Circle of Light” festival, where lighting design companies created projections on various buildings in Moscow. Sila Sveta received an order to illuminate the Manege.

In 2015, on the occasion of the 70th anniversary of the Victory at the Central Museum of the Great Patriotic War on Poklonnaya Hill, the Sila Sveta launched a permanent multimedia exhibition "The Road to Victory". The video is broadcast with the help of 20 powerful Panasonic projectors, spotlights and audio speakers, designed taking into account the architecture of the space specifically for the 25-meter dome of the Hall of Fame of the Victory Museum.

In 2017, the studio designed the central installation for the Met Gala Costume Institute ball. The work was presented in the form of Instagram photo booth: in this space, Canadian photographer and director Gordon von Steiner made a series of video portraits of guests specially for Vogue US. The idea of an alternative photo booth belonged to Anna Wintour.

Сoncert performances
Sila Sveta is known for orginizing concert performances. In 2018, the studio handled rapper Drake's five-month US tour in support of album «Scorpion». In October 2020, the studio created the visual design for the Billie Eilish concert, which was held in the XR (“cross reality”) format.

One of the studio's most popular works is Polina Gagarina's performance at the Eurovision Song Contest in Vienna in 2015 (second place). Beams of light were projected onto her dress, creating the effect of a starry sky.

Festivales
In the lighting design of the Outline electronic music festival, the studio used layers for the first time. To implement the work, was created a water screen that visually resembles a hologram.

The studio was also involved in the lighting design of the "Arma and Signal" festivals. At the closing in 2014, Sila Sveta created a six-meter head of a half-robot-half-human from the old film "Metropolis".

In December 2021, the Sila Sveta and Stereotactic teams opened the space called “Pole” (field) in Moscow in test mode. In summer 2022, a reboot of the Outline festival is planned, where the Sila Sveta is one of the founders.

Awards and achievements
Art the beginning of 2015, LiveDesign Online selected six of the best video mapping car presentations around the world. Two works by Sila Sveta were ranked first and third.

Publications

 * Чикринёва Е. Н. Использование видеомеппинга в искусстве и дизайне // Наука на благо человечества-2016, 107-109, 2016
 * Ефремова М. В., Болонкина В. С. Тенденции и проблемы развития ивент-индустрии в России // Вестник СамГУПС, 51-56, 2017
 * Burlakova Anastasia The total installation" in the new media era: Western concepts and Russian variations Архивная копия от 29 января 2022 на Wayback Machine
 * Навазнова Т. В. Интерактивные технологии в проекционном дизайне // ПРОБЛЕМЫ И ТЕНДЕНЦИИ НАУЧНЫХ ИССЛЕДОВАНИЙ В СИСТЕМЕ ОБРАЗОВАНИЯ, 128-133, 2019
 * Савчук Д. Н. Инновационные технологии в рекламном бизнесе // Вопросы устойчивого развития общества, 375-382, 2021
 * Круталевич С. Ю., Курбанмурадова А. Ч. 3D мэппинг в промышленном дизайне как средство ревитализации заброшенных пространств // 30-34, 2021