nation/lovethat festival design

A Site Design ProposalProduced by nation_com. ltd

Design by LOVEthat

©nation 06-06-12

In May 2012, nation_com.ltd was awarded the contract to design and produce a turnkey design and build service for the 21 day SCIPMYLO 2012 Festival, on Hackney Marshes.

This brochure is an introduction to the design; it contains the high quality graphics that were produced for Scipmylo’s marketing and PR programme.

The concepts contained in the graphics, the graphics themselves, and supporting technical drawings were produced by nation_com.ltd and designed by their special projects arm, LOVEthat.

In late June, Scipmylo 2012 was cancelled due to funding difficulties.

LOVEthat©

Contents!! ! ! ! ! ! ! Page!!

! ! ! Public Entrance

! ! ! ! ! Day panorama! ! 4

! ! ! ! Day close up! ! 5

! ! ! ! Night panorama! ! 6

! ! ! ! Night close up! ! 7

! ! Corporate Entrance

! ! ! ! Day panorama! ! 8

! ! ! ! Day close up! ! 9

! ! ! ! Night panorama! ! 10

! ! ! ! Night close up! ! 11

! ! Interactive Media Wall

! ! ! ! Panorama! ! ! 12

! ! ! ! Close up! ! ! 13

! ! Entrance to Catering Area! ! 14

! ! Entrance to Comedy Tent! ! 15

! ! Live Music Stage!! ! ! 16 LOVEthat©

“Bash Street” Public entranceA simulated East End Street. A mash up architecture, sounds, banners, and ethnic icons. Security posts disguised as dockland packing crates. Redbrick walls to conceal service roads. At the far end, baggage check and ticketing built into a mock warehouse LOVEthat©

“Bash Street” Public entranceWithin the street. Street art. Performers. An atmosphere created before even entering the site. LOVEthat©

“Bash Street” by night

LOVEthat©

“Bash Street” by nightVideo mapped movies projected onto the face of the warehouse. LOVEthat©

“Smithfields” Corporate entranceAdopting the same thinking as the public entrance, an atmosphere created before entering the site.

Modeled closely on today’s entrance to the famous East End Market, to usher corporate guests to the corporate village beyond

“Smithfields” Corporate entranceDisplays of main sponsors products; a video wall mapping the passing visitor live onto a background of sponsors’ messages.

LOVEthat©LOVEthat©

“Smithfields” Corporate entrance by night LOVEthat©

“Smithfields” Corporate entrance by night

Interactive media wallA mash up of graffiti and augmented reality trickery. Passers by get to map their live video image into a printed timeline of the history of the East End to see how that might have looked at down the centuries. Strong sponsorship opportunities, coupled with a real draw for people of all ages. LOVEthat©LOVEthat©

Interactive media wallThe boy has just uploaded his face onto the wall and the AR software has changed him into.......a polar explorer returning to Victoria Docks in 1898. Meanwhile onlookers pause in front of other sections of the timeline to take their souvenir photos. LOVEthat©

East Feast. View of the main catering area LOVEthat©LOVEthat©

Comedy Tent LOVEthat©

Main stage LOVEthat©