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Galleries // 2017 Spark:Experience // LIFEWTR Art AFter Dark
LIFEWTR Art AFter Dark
Winner - Gold
Designer: PepsiCo Design & Innovation
Design Type: Experience
Company / Organization / School: PepsiCo Design & Innovation
Team Members: PepsiCo Design & Innovation Team, Jack Murphy’s Nomadic Entertainment Group & Joshua Davis
LIFEWTR, a premium water brand, exists to advance and showcase sources of creation and creativity. Launched at Big Game in Houston, LIFEWTR Art After Dark was a music-led multi-layered visual experience combining the approach of an art gallery with a concert to create a whole new music and visual experience. This groundbreaking traveling nightclub, dubbed “Club Nomadic,” was conceptualized and brought to life in partnership with Jack Murphy’s Nomadic Entertainment Group. Concertgoers witnessed multiple layers of artistic expression throughout the space. We collaborated with media artist Joshua Davis to create music-generative visuals projecting onto the façade of the building and various surfaces inside. Larger-than-life holographic cubes floated in the air, featuring animations derived from the work of LIFEWTR Series 1 Artists. Animations of the art played throughout the space, and “artist takeover” spaces covered the walls and floor with pattern. LIFEWTR partnered with fashion’s favorite magazine to create an engaging dinner prior to the Art After Dark event. Each table was co-hosted by one of the Series 1 artists who were paired with influencers in the worlds of fashion, music, and art. The dinner featured many interactive elements where guests could add their own flare to a collective artistic expression.