Now to a piece from Dezeen, where multi-sensory projects are multi-purpose. Advertisers, in this case Adidas, are engaging in collaborative installation projects to align their commercial message to wellbeing. Through special environments that immerse customers in multi-sensory spaces, partners are enhancing experiences and solidifying their brands.
American rapper Childish Gambino has built a multi-sensory “wellness centre” that encourages festival-goers to relax and reconnect with one another.
On show at Childish Gambino‘s very own Pharos music festival in Auckland, New Zealand, the immersive installation hosted an array of wellness-themed activities, including sound baths, cosmic humming, “truth connection booths” and enlightenment exercises.
Pharos is meant to be a communal space – a place that evolves and reacts to the culture
Called Newcastle Wellness Centre, the installation was made up of three large-scale structures: a white room, a blue room and a red room.
Each space was designed to promote sensory interactions using various sound, touch and visual stimuli.
The space was also used to exhibit the rapper’s upcoming fashion collaboration with Adidas Originals.