PROBLEM SOLVER | ILLUSTRATOR | COLLABORATOR
THE EUPHORIA OF
LESS
HOT CHIP LIVE BRIEF
PROBLEM SOLVER | ILLUSTRATOR | COLLABORATOR
The Euphoria Of Less is an interactive experience reimagining memorabilia for Hot Chip and music listeners alike.
After identifying a growing objection from consumers to our digitally saturated lifestyles myself and my team were inspired to challenge the boundaries of physical merchandise to innovate fan connection.
Using focus groups and survey questionnaires, we were able to define our consumer and integrate their fan insight into each stage of the project.
Responding to the client brief, we took inspiration from the TikTok user habit of manipulating existing sounds for personalisation; combining this with with the concept of music as a refuge we created a zine offering fans a unique and intimate experience with their favourite music.
The physical zine appeases fans with an appreciation for tangible signifiers of their interests. The pop up design creates a multi-purpose instillation piece unveiling a house design representing refuge.
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Each room is hand-designed to emphasise the specificity of space represented in the attention to detail and references to Hot Chip.
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Mirroring the transportive gift of solace, scanning the zine opens up a creative studio for fans to experiment with sample packs; creating their own music insights appreciation for the process of creativity considered to be desirable in our client and consumer research.
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Whilst the digital extension responds to tech-savvy fans, we took inspiration from the overall satisfaction of analogue listening to conceptualise a non-algorithmic playlist that builds anticipation as users await their uploaded creation.
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The overall product inspires community and creativity, reimagining the potential of memorabilia.
WORKING PROCESS
PITCH DECK HIGHLIGHTS
