How to be unique when unique is the status quo? By giving people a story to step into.

Riga has plenty of music events competing for the same weekends and the same people. Most rely on artistic posters, because that’s what cultural events do. So they run into the same problem many commercial brands face: when everyone does the same thing, even custom artistic identities start to look alike. How do you make people choose one event over the rest?

Involve the audience in play. Create a scenario where people feel like part of the story, not just attendees. We built an immersive world around the event that gave people a reason to choose it over the others. Because here, you weren’t just going to an event. You were stepping into an experience.

Inspired by the video game Fallout, where a secretive facility experiments on people to create the next stage of human evolution, we asked: what if they did it through sound? That became the basis of the event’s world, where you weren’t an attendee but a test subject.

The city was covered in posters calling on subjects to apply for the experiment. Alongside them, we created posters built on a visual illusion: stop and look, and the poster starts to move. VIPs received invitation case files, each with a specific mission waiting for them at the event.

The event itself was designed as a laboratory, with live installations and staff that subjects could interact with by playing their role.