Roskilde Festival - Northern Europe's biggest music festival - asked Mads Jakob Poulsen and i to decorate one of their main stages, Astoria. The stage was the festivals World Music stage and presented a wide range of different genres, from Balkan to Techno.
When developing the concept for the exterior decorations, we didn't want to try and interpret the music. Instead we focused on the diverse mix of people from different countries coming together under one roof. We chose to "state the obvious" by simply saying MUSIC in every possible language, typed in big white letters, on a black background.
The clean graphical universe created a nice contrasting backdrop for the hectic festival and the word play was a nice welcoming visual for every nationality.
The concept was expanded to a series of robotic trees designed to surrounded the entire stage area. Instead of saying MUSIC we played around with "writing" different wood species in different languages, contributing to the overall visual expression. This huge and bold typographical illustration helped Astoria truly stand out and made it one of the main meeting points for the festival participants during Roskilde Festival 2009.
Made in collaboration with Mads Jakob Poulsen.
Architect: Martin Virenfeldt.
Special thanks to Jens Henrichsen and Hans Chan.