The prominent Scandinavian electronic music duo, Aname, were invited to play at the closing week of the legendary London Venue, Printworks, the performance coinciding with the duos latest album release, ‘Beautiful World’. We were asked to create a series of visuals to enhance their performance. These visuals would communicate the key themes of natural beauty and states of change, as live and immersive visuals for an enduring experience.
Approach.
The project presented us with a fundamental challenge. How could we translate the vastness of the landscapes, which inspired the ‘Beautiful World’ album, into the ultra-narrow format of Printworks’ landmark vertical screen, standing at over 12 metres tall? We approached this unique format by focussing on depth. Honing in on the layers within each composition to enhance the immense expanse of the landscapes we created. We centred our design language on the contrast, which confronts us when experiencing the natural world, between familiarity and the mystical; then expanded this into themes of light and manifested energy within the scenes and spaces.
We approached this unique format by focussing on depth.
This was expressed through the duo’s brand keystones of pink hues and their logo, which would enhance each environment they interact with. These changes ranged from complete terraforming to dramatic shifts in the sky and lighting conditions, symbolising profound alterations in the Earth's gravity and position—all synchronised with the rise and fall of the music.
Outcome.
The visual experience we delivered at Amame’s Printworks performance was a multi sensory deep dive into the landscapes and environments which had inspired the ‘Beautiful World’ album. Each scene arriving in its barest and most barren state, is transformed by the arrival of the duo’s signature pink hue or logo to become something more verdant, vibrant and bristling with life. Our flexible approach allowed for real time adaption and remixing of visuals, all contributing to a night to be long lived in the memories of fans, bathed in nature, dance music and the unparalleled space that was Printworks.
