THE MUSIC EXPERIMENT: MTV & INTEL
Collab designed and fabricated a custom 5,000 Square foot, projection surface designed to suspend from the ceiling like a giant lampshade.
The purpose of the fixture was to create a visual experience for MTV's Music Experiment and to serve as the set design for the music video production.
We started by working with the team at MTV and Intel to understand the experience they wanted to create at the secret show for the music experiment. They wanted us to design something compelling that would inspire the guests at the concert to dance and have fun. Collectively we felt that by providing an immersive live DJ dance party experience, the fans would add the magic to the music video they were producing.
We designed a virtual model of what we imagined the massive cube to look like. This virtual model gave us the understanding that it may become hot and crowded inside the cube and possibly limit the experience for the fans. The nature of the audience and the fact that it was a secret show created some tricky conditions. We wanted to make sure there would be plenty of space and room for people to move and for cameras to shoot the video.
We decided it would be interesting to imagine the cube as a giant floating lampshade that would light up the room and give us a fantastic canvas for real time projection mapping.
Our team got to work on developing the animations that would be deployed during the live event.
We worked with the Flux Pavilion team to gain an understanding of the kind of music experience he wanted to showcase. Because Flux Pavilion Is known as an EDM producer and DJ, we wanted to create motion graphics that would represent the music.
We developed algorithmic animations and built a library of content to deploy in real time at the show.
We fabricated the giant lampshade and designed a way to quickly rig the entire set within a day.
For more details on the technical aspects of the project read our blog.
The secret show was so popular it ended up being shut down by the police. They expected 500 fans and 3,000 showed up. Regardless our gigantic lampshade served it's purpose. The fans had a blast and MTV got their music video.