Final Major Project - Immersive Music Venue: "Noir"
- Marea Maloney
- Feb 22, 2023
- 4 min read
Updated: Mar 2, 2023
Brief:
Subject Area:
My area of interest is focused around music - more specifically live music and venues. The relationship between audio and visuals is something I have always been inspired by. I find it fascinating how they can be used to enhance and complement each other and evoke such intense and captivating emotions for the audience. I want to create a piece that takes this concept even further. Using motion graphics to create an immersive space that uses these audio, visual and lighting techniques to their maximum potential and allows the audience to experience something they never have before.
PROPOSAL
Proposal:
Project Overview:
For my final major project, I will be developing the concept and brand identity for a new music venue / night club in London. My final piece will consist of various elements, I will produce one main campaign that communicates the visual identity and advertises the venue and its events, as well as creating several smaller motion pieces that will be coherent to this and key brand deliverables that will be used as promotional material. I will be creating the brand from scratch – choosing a name, designing the logo, modelling the interior, creating content for social media, and creating an overall identity.
My Motivation:
As this project has an open and free brief, I wanted to do something that is relevant to my interests and within a field that I would like to work in in my future career. Working in a music venue / nightclub for several years has given me a great understanding of this industry, and creating my own brand within this subject area is something I would like to challenge myself to do. Motion graphics is becoming more current within this field and I think it would be a perfect way of representing my vision. I also believe that my personal artistic style would be very fitting for this and will allow me to create something that will be very impressive, technically advanced and aesthetically pleasing.
Brand identity:
I want to create something which hasn’t been seen before, and with immersive art seeing a rise in popularity, I think creating a modern and immersive venue could be a very interesting concept to explore. I want to create a venue which would allow the audience to experience something new, that they will remember and be amazed by. The sole focus of the venue will be the relationship between the audio and visuals elements and how they can be used to complement each other within a space.
The overall aesthetic of the venue and material I produce will be very dark and industrial, but I will combine this with immersive digital screens and expressive lighting to give it a modern feel. The events held at the venue will emphasise this further by having styles influenced around the techno, industrial and electronic music genres.
Key Deliverables:
My final outcome will consist of several elements. I will create a series of short motion pieces (5-15 seconds) to be used as promotional material, this will include social media posts, digital posters, adverts, event line-ups, promotional flyers, etc. I will also create a longer piece (30-60 seconds) that will combine all of these elements and show the concept of the venue along with its visual identity.
Moodboard:
RESEARCH
Online / Secondary Research:
My main source of research has been online, mostly using Pinterest and Instagram. I have been looking extensively into immersive art and the different ways these can be projected and displayed. It is interesting to see the variation in this and how it is rising in popularity as a new and upcoming art form. I have got a lot of inspiration from this as it has allowed me to see the different approaches that artists take with their immersive artwork and the techniques they have used to create them.
I have also been looking into existing venues and nightclubs and ultimately how they work as a brand. Working in this industry has given me an understanding of venues in general but it has been interesting to look at them from a branding point of view as a designer. I have gained an insight into how venues identities remain coherent through the logo design, genre of music being performed / type of event being held, the advertising campaigns and social media, style of venue, etc… This has been useful as I now know what to consider to ensure I achieve this when branding my own venue.
In-Person / Primary Research:
As well as carrying out online forms of research, I have also visited various venues/nightclubs around London, some of these include: Printworks, Fabric, Fold, Village Underground. Oval Space, Moth Club, Shacklewell arms and The Lexington. I have visited these venues during events to get an understanding of the atmosphere and how the addition of immersive artwork and lighting could enhance this experience as well as also visiting a handful of them when they are closed / empty to have a tour around the spaces, to see how they operate behind the scenes and how the interior structure and design of the venue is important to the overall aesthetic.
I have also visited some of the immersive exhibitions that are currently being displayed in London. These include: Frameless, Dali: Cybernetics, Twist, Future Shock, The World of ASMR (Design Museum), Outernet London, LUX, W1 Curates, Yayoi Kusama: Infinity Mirror Rooms. Visiting these exhibitions has been fun as it has allowed me to experience the immersive artworks but also look at them from a technical and creative perspective as a designer. I have felt very inspired by all of these exhibitions and will consider them when creating my own.
Formative:
CREATIVE DEVELOPMENT
Ideation / Initial Concepts:
To begin, I have been experimenting with logo design. I think the logo is one of the most vital and important elements to a brands identity as it can define the style, meaning and aesthetic for the entire brand. I am still in development stages for this but want to keep a minimalistic, but impactful feel for the logo.
I chose to name my venue ‘Noir’. I think this is perfect as it suits and represents the overall aesthetic and style that I am aiming to achieve but is also short and snappy making it memorable for the audience.
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