The future is electric, and Genesis Motors is at its forefront. To celebrate the arrival of three new EV models into Australia, and to present vision for the automotive company’s future, Semi Permanent was tasked with conceptualising and producing an end-to-end two-day event experience that exemplified the brand values of audacious, progressive and distinctly Korean.
As a means of bringing to life the Light & Wonder brand platform of Genesis, Semi Permanent collaborated with Los Angeles-based multimedia artist and composer Jesse Woolston on an original series title Infinite Constant Front. A dynamics-based simulation model that simulates the oceans and mimics how we observe specimens through a forced perspective, the triptych of digital works leveraged our eyes’ and ears’ sense of aesthetic and stability.
Woolston hand-painted each colour study, with bold tones sampled from the Genesis vehicle models, creating an inherent link between the resultant work and the brand DNA. Set on five by five metre LED screens in a darkened cavern of the MCA, and offset with bespoke mirrored car platforms and panelling, the hallucinatory experience transported our guests into the electrified, elevated world of Genesis, and drove high audience retention and engagement with the four models on display.
An additional surprise for event guests was presented in the form of a rare live performance by globally sought-after electronic music outfit Flight Facilities, fresh from their festival circuit tour through the northern hemisphere summer. Joined on stage by Brooke Addamo (aka Owl Eyes), the 30-minute set punctuated an evening.
Like its namesake, Genesis represents the start of a new era, and so following the official launch event, Semi Permanent collaborated with Soho House and Highsnobiety to utilise the venue and dedicated set build for a second event: HOMEGROWN. A night of on-the-rise Australian musical talent, the event was dubbed the party of the year and featured performances by Glass Beams, Gold Fang, Dante Knows, Triple One, Raj Mahal, Ayebatonye and Mike Who.
The event was attended by some 300 guests drawn from Semi Permanent and Highsnobiety’s databases, along with Soho House’s Australian ‘Cities Without Houses’ members.