7UP
Client
7UP
Year
My Scope of Work
UX Art Direction
Project
New York
7up and Martin Garrix strived to create a concert venue specifically tailored for the deaf and hearing impaired. The ask for my team at experiential ad agency Fake Love was to design the space, visuals, and experiences to bring this concert to life. Our work was recognized by Clio Awards: Gold in Music Category.
My Role
I was involved from research through concept and technical development stages - providing creative, art direction, and UX for the concert experience. In order to create a physical and visual representation of Garrix's music we filled this concert with haptic technology, cymatics and visual effects. We wanted the concert-goers to feel and see sound to cater this experience entirely to their senses and their reaction made this a true success.
Approach
We decided to translate the experience of an EDM concert into a multi-sensorial activation, creating a series of tangible installations that fed into each other to convey a holistic interpretation of the music. Seeing the space as the track itself, we ideated a series of installations that would each interpret and sensorially reflect the stem it was responsible for. Vibrating floors moved to the bass; live visuals reacted to the melody; a huge speaker wall with cymatic experiments translated specific elements; smoke and wind machines announce the drop. As instruments, each set of installations individually responded to an overall layer of his tunes; it was when all was connected, like in music, that it fully reflected the overwhelming power of music.
Challenges & Solutions
Features
