Outernet.
Live brief producing content for multiple screen platforms.
Brief.
Develop a visual story that informs a new audience of how the heritage of Denmark Street is informing the potential of the Outernet as a cultural destination for the future.
Insight.
Denmark Street is a hub for musicians.
Solution.
A new destination for a musicians journey to start. For those about to happen.
Worked with a Partner for this brief - Saffron Leijs
The Background.
Outernet is the first true creative digital canvas, a cultural hub bringing stories to life, where content is continually refreshed by video artists, curators, broadcasters & advertisers. This is delivered at the highest resolution across large-format screens and all comparable technologies, an 8k plus digital canvas. With 23,000 Sq Ft of screens Outernet is 4 times the size of Piccadilly circus. Based at Tottenham Court Road Station.
The Outernet Campus brings together this next generation immersive space with connected retail, TV studio, multiple live music venues, a luxury hotel and restaurants.
Our challenge was to create content for these screens and spaces which tells a story of Denmark Street and its music heritage.
Design Background.
Something which really appealed to us when finding out about the area was all the fly posters which were stuck around the street. These were an element which have been part of the street for many years, and therefore should continue to be. So we digitalised the posters and kept the ripped texture to really show the authenticity of the posters. While showing the beauty of these old posters we also had the new talent peeping through to show how the new is taking over the old, but respectfully. This was also shown by an animation of peeling away posters, so that you can see the new coming through. We felt this really represented the new life of Denmark street, while also telling the story of the old that us not forgotten.
Images taken by me onsite of Denmark Street to capture the ripped fly posters.
Outernet - Main Space.
The mains space features one of the largest screens within the whole building. So the content of this space must be very eye catching and attention grabbing. Our video shows how new talent is coming in and creating something big just like those of the past did. The New Old is taking over and interacting with you. Again the ripped poster animation is eye catching as you begin to see the new artists coming through from behind the music posters.
Outernet - Denmark Gallery.
This is a walkway between the Main building and Denmark Street itself. It will almost represent walking into the new life of Denmark Street, and all it has to offer. Animation will represent the new hub for musicians, and give an insight into what will appear at the street in order to keep the audience engaged.
Social Media Launch.
A way to feature the new artist and allow the audience to see what they might expect when coming to the street. Learn about the artists and what new talent they bring to this exciting hub for new music. The social media will also reach an audience from all over and direct their attention to this new life to Denmark Street.
App Feature.
Having the feature of the app will ensure maximum audience engagement. It will also make the most of the posters and include another way for the audience to get as much information as possible. This will make them feel more included.
