Insight
The 100,000-square-foot venue complex welcomes 20,000 guests every 24 hours, and features state-of-the-art audio and lighting production, with a diverse programme of influential music artists. It needs a visual identity that reflects this immersive, cutting-edge music and entertainment experience.
Idea
The algorithm processes 16 audio metrics to control 60 visual variables. Each artist’s live performance is used to generate live logo displays throughout the venue, while their unique audio fingerprint is stamped across all promotional materials. Fans can also generate their own unique logos using their voice.
Impact
The dynamic logo has been featured on videos, posters and merchandise for the venue and for performers including Cardi B, Travis Scott, and Marshmello. It adds a unique, personalised touch to every music event and fan interaction, and it captures the KAOS sound in a way that can never be replicated.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.