Responses by Marina Willer, partner, Pentagram.
Background: de Bijloke is a music center in Ghent, Belgium, which includes the oldest music hall in the world. Its program ranges from classical, to jazz and new music. The new brand for de Bijloke needed to attract younger audiences, to reach many more as well as retain existing visitors, covering a wide spectrum of music genres and activities.
Design thinking: The expression aims to convey a rich program that is vibrant and alive, sophisticated and inclusive. Inspired by music notations from John Cage and the visualization of sound through a tool called oscilloscope, we developed a living expression of music to convey its energy, vibrancy and fluidity.
Challenges: To communicate the richness of live music experience, instead of a reductionist outcome that tends to be the norm.
Favorite details: How the core logo comes to life in specific dimensions of the program, such as jazz and new music, and how we used the inspiration of the oscilloscope to construct our generative tool.
New lessons: A reflection on the power of performance and live music as a shared experience and its place in our world today. The act of listening to what might not be familiar yet as an act of learning and embracing otherness.
Browse Projects
