Ashima Pargal

Digital Direction (MA)
Portrait of the student
Image of a cafe admist a coffee plantation
‘One More Cup’ challenges the romanticism of coffee by revealing the environmental and socio-economic costs of production. It combines AR and immersive screen based animation.
Clouds shaped as coffee beans and jars
'One More Cup' presents clouds shaped as elements associated with coffee. These clouds are adaptable for multiple wall sized screens, creating an immersive space for the viewer to walk into.
text and visual based snips
Snips from ‘Fragmented City,’ a project exploring the impact of name changes on the identity of a city through conceptual sound design and kinetic typography.
An eagle and a seagul
Photograph from a series exploring the duality of London's past and present in its urban landscape
Image of a cafe admist a coffee plantation
Clouds shaped as coffee beans and jars
text and visual based snips
An eagle and a seagul

About

Ashima Pargal is an interdisciplinary artist who creates interactive immersive experiences. She is currently exploring ways of combining different mediums in innovative ways to create digitally powered narrative spaces.

Her work is usually screen based and uses a range of audio-visual techniques supported by AR, writing, photography, animation, film, and sound. Her insights from the world around her backed by investigative research guide her work, primarily around themes of identity, culture, semiotics, and environment. Drawn to creating narratives that are intersectional, she attempts to connect different threads to create a fuller, more nuanced picture of various issues in contemporary society.

In her graduation project, ‘One More Cup,’ she combined animation and data-based AR to expand the interaction of customers with coffee beyond the dreamy aesthetic to bring out the hidden environmental and socio-economic costs of production. Made in collaboration with Dr Justin Moat, senior researcher at Kew Gardens, it seeks to bring together art, science, and technology in impactful and playful ways. Another project of hers, ‘Fragmented City,’ explores the impact of name changes on the identity of a city through a conceptual sound design and kinetic typography based approach. It was exhibited at IRCAM Forum, Paris, earlier this year.

 

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