Melvin the Magical Machine: A Machine with Its Own Identity

Melvin the Magical Machine: A Machine with Its Own Identity

Melvin the Magical Mixed Media Machine (or just Melvin the Machine) is a wild four-minute short film created by members of the design studio HEYHEYHEY. Art space MU asked HEYHEYHEY to design their show for the Dutch Design Week, Holland’s major design event. Mu gave them complete freedom on one condition: the show wasn’t to be a show of new products, but it should rather be a moment. Since they like a challenge, they decided to build a massive chain reaction with an identity.

Melvin is best described as a Rube Goldberg machine with a twist. Besides doing what Rube Goldbergs do best, performing a simple task as inefficiently as possible, often in the form of a chain reaction, Melvin has an identity. Actually, the only purpose of this machine is to promote its own identity. Melvin takes pictures and makes videos of his audience, which he instantly uploads to his blog, Facebook and Twitter account. Besides that he makes his own merchandise. All of this within 4-minutes of craziness, which you just have to witness yourself.

Melvin the Magical Machine: A Machine with Its Own Identity

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