X SCADpro
Description: Fender Guitars teamed up with 20 SCADpro students to help them celebrate the 70th anniversary of the Stratocaster.
The Fender brand has helped shape the music industry and has been present for some of the most iconic music highlights in the last 70 years. Throughout this time, Fender has always celebrated unique and diverse voices from around the globe by allowing musicians to be true to their music and to themselves.
Objective: Develop an experience that doesn’t just celebrate the future of music, but truly embraces longevity and relevancy.
Solution: Catalyst is a series of music festivals that highlight underrepresented voices and leave a lasting impact on the places in which they’re held. Stratosphere, a recording studio of the future that revolutionizes the way that we think about music recording and production through the use of augmented reality, is hosted inside Catalyst venues.
Catalyst
An international music experience made up of two parts:
The first phase celebrates regional and international music, offering music listeners the opportunity to experience concerts, musically-themed activations, as well as local vendors.
In the second phase, the space transforms into a resource for the community, whether it be in the form of clinics, or a music education program, or housing for the homeless.
Stratosphere
A smart studio environment designed to encourage music innovation. The space utilizes technology to enhance musical performance and to support creative exploration. The Stratosphere is tailored to each user according to their needs and expertise.
The space will be accessible to musicians of all kinds and will function on a tier system depending on the users technical skills. It will feature mixed reality technology, including an LED volume wall, augmented reality features, and AI technology.
The performance stage is built for broadcasting and will be optimized for live interactions. 360 ̊ cameras and mirrorless production cameras will ensure high quality videos, while open broadcast software will be used for multi-platform viewing.
The Process Book
Fellow graphic designer, Agnes Fang and I teamed up to create the process book so that our team and clients could have a physical record of the ideas proposed by the Fender X SCADpro collaboration.
