UMG x LENOVO
Brand/Experience/Talent
UMG x LENOVO
Brand/Experience/Talent
A BLANK CANVAS
Lenovo and Universal Music Group (UMG) approached Coleture to produce an immersive art and music event for influencers, art enthusiasts, and fans as part of their partnership launch at Miami’s Art Basel.
MAKE YOUR MARK
Coleture wanted to do something that’s never been done before, so we took over the heart of Miami’s art scene, Wynwood, and created a fully immersive art and concert event. Grammy-nominated artist Tove Lo hosted a private concert, complemented by an integrated digital art experience powered by Lenovo.
THE SPACE
Coleture sourced the perfect venue in the middle of Miami’s art scene, Wynwood, that could handle both digital art projections and live music. Using dozens Lenovo YOGA devices, fans used the digital art pen to create their own masterpiece, which were then projected onto the walls surrounding them.
THE MUSIC
Coleture led the sound and design production for the programs live performance by Grammy-nominated artist, Tove Lo. Our team of producers created a stage, audio, green-room and design package that mirrored the artists style. The hour-long live performance was captured for a Vevo video special, to air post-event.
THE ART
Our production team sourced a digital artist to curate a 360-degree mosaic art piece that was digitally mapped within the space at Wynwood Arts 29. Attendees were encouraged to create and collaborate at the Lenovo ‘Make Your Mark’ stations, where their artwork was projected in real-time as part of a larger form art installation.
THE EXPERIENCE
To make the experience even more memorable and impactful, the final artwork on the walls was converted into a printable image, and fans were able to receive a Lenovo laptop case with the printed picture on it.
RESULTS
28
Lenovo Devices
350
Screen Printed Cases
500
Attendees
1
Grammy Nominated Artist Performance
32
Influencers
