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The complete visual solution and brand identity design for a new concept of a dance studio.
Flow Dance Center is created and designed to encourage young and new dancers to take their performance education more seriously, adapted by seven premiere studio facilities completely designed with a new concept of lighting manipulation to help dancers and students to improve their skills and sense of performance by transporting them into a whole new experience in their training environment.
Inspired by Csikszentmihalyi’s flow theory, the facilities at Flow Dance Center are equipped by a dynamic stage lighting-set that transforms the studio into a more serious and dramatic experience, to help dancers focus on their discipline.
The idea for the advertising and publicity is to express the new experience dancers go through in the new studio, to reflect that moment of ecstasy Mihaly talks about in his flow theory through very dramatic photography, to reflect the duality of both the normal world we live in and the otherworld dancers are transported into when experiencing Flow.
Csikszentmihalyi, Mihaly. Flow : the psychology of optimal experience. xii. New York: Harper Perennial, 2008. Print.