The Secret (Store) sauce of promoting a brand (and SL)

I caught a Tweet earlier on Monday April 28th, which came from Strawberry Singh and was aimed at Ebbe Altberg. It concerned a promo video for a fairly well-known (if relatively new) brand in SL.


I try not to do outright product promotion in this blog (with, admittedly, a few exceptions where brands I’ve come to personally enjoy are concerned), but this video is so gobsmackingly good, I am going to include it here.

It’s for Maylee Oh’s Secret Store brand, and is produced by Maylee herself. Not only does it show enormous talent and shines with a professional finish worthy of a TV ad (just count the beat and watch the moves), it showcases the amazing talent that is available in SL which could so easily be harnessed to work with the Lab to produce some really first-rate material for helping to promote SL to a wider audience.

So, how about it Ebbe? How about putting the feelers out to the talent within SL that uses the platform daily, and seeing how that talent can help you promote the platform that so captivates us? After all, your customers are your best ambassdors!

The virtual reality of the Russian avant-garde

Alpha Auer / El Lissitzky's "For the Voice", The Golden Age of the Russian Avant-Garde, LEA8
The Golden Age of the Russian Avant-Garde, LEA8

History has a tendency to be a little ironic at times. Thirteen months ago, the United Kingdom and Russia issued a joint declaration that 2014 would be the bi-lateral UK-Russia Year of Culture. At the time they sat down to sign that agreement, little did Sergey Lavrov, the Minister of Foreign Affairs of the Russian Federation and William Hague, Secretary of State for Foreign and Commonwealth Affairs of the United Kingdom, would be facing one another across a quite different table and under less convivial circumstances in April 2014.

Not that the one should in any way negate or cancel the other. Rather the reverse, in fact. In the face of mounting political tensions, one would hope that the events staged in both the UK and in Russia as a part of the bi-lateral UK-Russia Year of Culture would stand as a reminder of each side’s humanity and the benefits of people of different nationalities looking beyond superficial national boundaries and collaborating with one another.

Bryn Oh / Vladimir Tatlin: Monument to the Third International, The Golden Age of the Russian Avant-Garde, LEA8
Bryn Oh / Vladimir Tatlin: Monument to the Third International, The Golden Age of the Russian Avant-Garde, LEA8

And collaboration is very much the focal-point of one of the pieces selected by the British Council for display in Russia, and it is one that crosses not only the political divide, but also the digital divide as well.

The Golden Age of Russian Avant-Garde is a large-scale exhibition project, created especially for the main exhibition hall of Moscow’s Manege Museum by Peter Greenaway (UK) and Saskia Boddeke (Holland) supported by the British Council. The primary part of this exhibition opened in Moscow on April 15th, and will run through until May 18th, 2014, in an exhibition space totalling some 5,000 square metres – which is enormous by any standards. This multimedia installation will feature, in the words of the British Council:

Polyscreen installations made with the help of the most up-to-date projection, light and sound equipment. It will represent a new approach to the history of art, creating new visuals and new possibilities for learning about the world around us through images. Using polyscreens as an artistic method not only allows us to explore new aspects in paintings or sculptures: synchronised images, bound together by a single idea, create new architectonics, bringing another dimension to the exhibition. Combining film and painting, animation and 3D technology helps create a unified atmospheric work, drawing the viewer into the space of Russian avant-garde.

But this is more than a real-world exhibition. A major element of the piece exists not in the real-world, but in Second Life, at LEA8, to be precise.

It is here that Saskia Boddeke, perhaps better known to many of us as artist Rose Borchovski has brought together seven artists from around the world, each with the task of recreating a famous element of the Russian avant-garde movement, also known as Constructivism, in-world (and some in the real world as well), and which forms a part of the overall exhibition space, real and virtual.

Nessuno Myoo / Lubov Popova, the stage for Meyerhold's production of "The Magnanimous Cuckold", The Golden Age of the Russian Avant-Garde, LEA8
Nessuno Myoo / Lubov Popova, the stage for Vsevolod Meyerhold’s production of “The Magnanimous Cuckold”, The Golden Age of the Russian Avant-Garde, LEA8

A post-World War I development of Russian Futurism, Constructivism became a movement combining art and architecture as a means of illustrating and expressing the ideals of the socialist system. It encompassed artists, sculptors and designers such as Vladimir Tatlin, one of the pre-eminent Russian Futurists, Antoine Pevsner, Naum Gabo Liubov Popova, Alexander Vesnin, Aleksander Rodchenko, Varvara Stepanova, and Vsevolod Meyerhold and the theorists Alexei Gan, Boris Arvatov and Osip Brik.

The SL exhibits are placed on multiple, interactive levels within a pseudo-industrial setting. Here direct re-interpretations of famous elements from the Constructivist movement – such as Bryn Oh’s representation of the never-built (at least in full size) Monument to the Third International by Tatlin (and also known  as “Tatlin’s Tower” and regarded as a key work of the movement) and Popova’s stage design for theatrical director / actor Vsevolod Meyerhold, recreated by Nessuno Myoo through to broader pieces drawn from within and beyond the Constructivist movement and presented in both 2D and 3D installations.

Alpha Auer /El Lissitzky's + V. Mayakovsky's "For the Voice", The Golden Age of the Russian Avant-Garde, LEA8
Alpha Auer /El Lissitzky’s + V. Mayakovsky’s “For the Voice”, The Golden Age of the Russian Avant-Garde, LEA8

A further cross-cultural element is evident in the SL installation. When exploring, you might come across avatars named AvanteGarde001 through AvanteGarde004. These are in fact controlled by visitors to the Manege Museum in Moscow, who are invited to extend their visit to the real-world pieces there into the realm of the virtual – and have been able to do so since the real-world exhibition opened.

Exploration of the SL exhibit space requires a reasonable amount of time – there is a lot to see; even the environment itself, designed by Bryn, makes a powerful statement. Not only does it frame the pieces on display and provides the means by which they can be explored, it also reflects the form and context of the Constructivist movement and the age they represented.

Eupalinos Ugajin / Yevgeny Zamiatine's "We", The Golden Age of the Russian Avant-Garde, LEA8
Eupalinos Ugajin / Yevgeny Zamiatine’s “We”, The Golden Age of the Russian Avant-Garde, LEA8

In terms of the pieces on display, each offers a unique view on the movement and / or the era. In this, I found Eupalinos Ugajin’s interpretation of We, Yevgeny Zamiatine’s dystopian novel particularly interesting, given its historical context. While the Constructivist movement celebrated and promoted the ideals of the socialist state, Zamiatine’s novel painted a far more negative image of socialism: that of a repressive police state. In doing so, it became the first work to be banned by the Soviet censorship board shortly after its publication.  The inclusion of a piece reflective of We is given greater depth when one considers the manner in which Constructivism itself was to be suppressed (and some of its proponents forced into exile or murdered) following Stalin’s rise to power and repressive leadership of the state machine.

Soror Nishi / Wassily Kandinsky's abstractions, The Golden Age of the Russian Avant-Garde, LEA8
Soror Nishi / Wassily Kandinsky’s abstractions, The Golden Age of the Russian Avant-Garde, LEA8

However, perhaps the most remarkable piece  in the installation is Jo Ellsmere’s representation of V. Meyerhold’s biomechanics, a system he developed for training actors. This uses five beautifully scripted avatars moving in a series of synchronised movements which sees them move both as an individual unit, and as five unique elements of the whole, a slight syncopation to their movements giving them a time-lapsed grace which cannot easily be captured in still images and really has to be seen to be appreciated. There is much here that reaches beyond the immediacy of the installation and offers a lot of potential for synchronised movement in art and dance.

As one might expect, a piece of this magnitude, whether real or virtual, takes a huge amount of effort to bring together, and I am for one very glad that RL events didn’t result in either the real or the virtual aspects of this remarkable celebration from being derailed. This is not an exhibition to be missed  and if you are fortunate enough to be able to see the real-world elements at the Manege, I envy you.

Jo Ellsmere / Vsevolod Meyerhold "Biomechanics", The Golden Age of the Russian Avant-Garde, LEA8
Jo Ellsmere / Vsevolod Meyerhold “Biomechanics”, The Golden Age of the Russian Avant-Garde, LEA8

Definitely one for the books – and kudos to all those involved. When visiting the LEA installation, don’t forget you can also pick-up one of several  (or all, if you like), avatars near the arrival point and make yourself a part of the exhibits offered for your delight and consideration. For my part, the LEA installation only presents one problem; such are the pieces on display here, that they each really deserve an individual review / exploration.

Related Links

SL11B Community Celebration: calling all exhibitors (and more!)

Celebrations to mark the eleventh anniversary of SL opening its gates to the world will take place between Sunday June 22nd and Sunday June 29th, 2014.

And now applications are open for you to be a part of the magic.

The theme for this year’s celebrations is a quote from a speech Sir Winston Churchill gave in 1943, “The empires of the future are the empires of the mind”.

'The Sims Lie Empty', SL10BCC, 2013 by Inara Pey, on Flickr‘The Sims Lie Empty’, SL10BCC, 2013

Right now, we stand at something of a new awakening for Second Life. There is an air of freshness and promise as the Lab once more reaches out – genuinely reaches out – to re-engage with all of the rich diversity of communities which make-up Second Life. We are also seeing a resurgence of interest in the whole concept of virtual worlds and their potential, partially as a result of emerging technologies, but also because people are once again willing to make their case for using virtual worlds, be it for education or research or medicine or entertainment.

Yes, there are still challenges and hurdles to overcome – and we’d be very foolish to link the future of SL and virtual environments to a single element of technology (or even a subset of technology), because the human mind is so much more creative than we can ever, at any single point, define, while technologies come and go.

And that is what this year’s theme is about: the sheer creativeness and inventiveness of the human mind. It’s already given us this incredibly diverse virtual world, a true melting-pot of ideas, imaginings, creative ideas and artistic expression. Now is the time to mark and celebrate all of this rich diversity, our digital home, created pure from the empires of our minds – and for those who dare, to look ahead to what may yet come to be as we continue to push at the very frontiers of imagination, creativity and the mind.

Whether you want to express what Second Life means to you, or whether you want to take a look down the road at what might yet come to pass – or what you’d perhaps like to see SL become – you can now apply for exhibition space on one of the SL11B Community Celebration regions and share your vision with others. Of course, there are guidelines all exhibitors should be aware of when applying to be a part of the celebrations, but now is the time to get thinking about how you can best reflect this year’s theme.

And that’s not all, the event team are still seeking applications from Performers, Volunteers and speakers and performers  in the Auditorium.

Do note, however, that all applications should be submitted no later than Tuesday May 20th.

Given this year’s theme does encompass the opportunity to look to the future of virtual worlds, I’ll leave you (again, given it is one of my favourite video shorts!) an imagining of virtual environment as seen by Bruce Branit.

Related Links


Viewer release summaries 2014: week 17

Updates for the week ending: April 27th, 2014

This summary is published every Monday and is a list of SL viewer / client releases (official and TPV) made during the previous week. When reading it, please note:

  • It is based on my Current Viewer Releases Page, a list of all Second Life viewers and clients that are in popular use (and of which I am aware), and which are recognised as adhering to the TPV Policy
  • By its nature, this summary will always be in arrears
  • The Viewer Round-up Page is updated as soon as I’m aware of any releases / changes to viewers & clients, and should be referred to for more up-to-date information
  • The Viewer Round-up Page also includes comprehensive links to download pages, blog notes, release notes, etc., as well as links to any / all reviews of specific viewers / clients made within this blog.

Official LL Viewers

  • The current viewer updated to version (formerly the VoiceMO RC) on April 21st – core updates: Vivox 4.6.x libraries for improved stability & to address Mac Mavericks issues; fixes for accurately detecting Merchant status & improving Merchant Outbox error recovery. (download page, release notes)
  • Release channel cohorts (See my notes on manually installing RC viewer versions if you wish to install any release candidate(s) yourself):
    • SL Share 2 RC viewer version released on April 25th –  core updates: abilities to upload Tweets and snapshots to Twitter and / or snapshots to Flickr (download and release notes)
    • Sunshine / AIS v3 RC updated to version on April 24th – core updates: stability and performance improvements for SSA (download and release notes)
    • Maintenance RC viewer updated to version on April 23rd – core updates: 54 MAINT fixes, including Mac updates, UI fixes, GPU table updates, crash fixes & performance improvements (download and release notes)
    • Interest List RC updated to version on April 23rd – core updates: improvements to how the viewer and server work together to know what scene objects to draw (download and release notes)
  • Project viewers:
    • SL Share 2 project viewer removed due to the release of RC version.

LL Viewer Resources

Third-party Viewers


  • Black Dragon updated to version on  April 21st – core updates: “Godray” sun ray effect (preliminary – via Tofu Buzzard); BlurLight shader (via Tofu Buzzard); other minor updates (release notes)
  • UKanDo updated to version on April 22nd – core updates: Preferences updates; revised camera floater; addition of Firestorm pose stand (release notes)


  • Cool VL viewer updated on April 26th, as follows: Stable: version; Experimental: version:; Legacy: version – core updates: please refer to the release notes (downloads; release notes)

Mobile / Other Clients

  • No updates.

Additional TPV Resources

Related Links