A row is a basic way to structure data, from mathematics to the twelve notes of the chromatic scale in music. There are infinite rows of data floating in the air every second, being converted into messages and voices. Bits of information become symbols that can be combined into words, words add up to become sentences, and sentences translate our ideas and thoughts.

Collaborative artistic collective Tundra, based in St. Pertsburg, has been challenged to experiment with data technology and look into its possibilities to create an audiovisual experience. The result is a raw concept of a scalable data-driven holographic installation that explores the perception of information, language and dialogue.

ROW is made up of a modular array of holographic screens that can form lines of various lengths and shapes, adapting to any space. Translating raw visuals driven by generative sound, the content echoes in the different screens with a slight delay, creating various moving patterns that highlight and reflect the spatial characteristics of the room where it is installed.