Brand Experience agency Carrspace is humming an upbeat tune having been recently appointed by City of Melbourne to design and deliver the theming for the 2016 Melbourne Music Week (MMW) Hub at the iconic State Library Victoria.
Incorporating 240 artists, 110 events and over 40 locations, MMW is a nine-day program dedicated to illuminating connections between music, people and places within Melbourne’s world-renowned music scene.
Carrspace’s innovative design solution was inspired by paper, a material that celebrates the creative journey and ties together the State Library Victoria and the heart and soul of music. It features heavily in Carrspace’s environmental concept for The Hub’s main performance space – the State Library Victoria’s stunning Queen’s Hall – as well as the forecourt areas outside the main entrance.
With extensive heritage listing challenges to overcome, Carrspace not only worked closely with City of Melbourne to create a rich and multi-faceted story but were also appointed by MMW partners Sapporo and Coopers to design experiences that capture the spirit of their brands and add genuine value to festival-goers.
Utilising their extensive experience in bringing stories to life, Laura May, Carrspace’s Director Client Services, is thrilled with the opportunity to expand the agency’s repertoire.
“ Few things are as powerful as music and the memories it shapes. Festivals are an extraordinary opportunity to connect with people on an emotional level and we’re delighted to be working with City of Melbourne and its partners to reinforce MMW’s reputation as an unparalleled live music experience”.