Sensory Brand Experience ‘Re.imagine’

Clients

Volvo

Location

Hanoi, Vietnam

Year

2024

An Immersive Art-Tech Live Performance Translating Volvo's Electric Identity into a Responsive Generative Environment through Live Classical Music Performance

The pianist Ngô Phương Vi and the violinist Emil Kleve performing a duet. The background screen displays a textured digital canvas of vibrant pinks, purples, and greens.

A close-up shot of the string quartet, focusing on the violinist Nguyễn Thiện Minh playing illuminated by a stand light, with a female violinist and a cello prominently in the foreground.

A focused shot of the cellist Trần Hồng Nhung performing on stage, with a portion of the green Volvo car and a warm, textured digital backdrop visible behind them.

A string quartet performing on stage alongside the Volvo Car, backed by a vibrant generative sky of pinks, purples, and blues.

A wide shot of the event stage where a string quartet performs next to a Volvo car. The large LED background screen displays fiery red and orange generative art, with an audience watching from the foreground.

A close-up shot of a male violinist deeply focused as he plays his instrument.

The creative team is looking upward attentively, likely observing the visual displays or stage performance.

The visual artist is looking up at a massive screen that displays a smooth, striking color gradient transitioning from deep blue to purple and bright orange.

Commissioned by Volvo Car Vietnam for the launch of the pure electric EC40, this iteration of the ‘Re.imagine’ innovative classical concert series translates brand heritage into an immersive narrative environment. The brief required transforming a 1,600-square-meter space into a physical manifestation of Scandinavian design philosophy, focusing on sustainability, safety, and technological innovation. Fustic. joined the project to develop the sensory experience, collaborating with agencies B&A and The Bros Entertainment to construct a live stage. This performance formed the core creative node of the campaign "Recharge To Shine", the pure electric launching event series of Volvo.

Besides other editions of ‘Re.imagine’, this collaboration functions as a bespoke brand activation that licenses core real-time generative frameworks to bring new media art and classical music closer to a commercial audience. The challenge centered on translating Volvo’s core design pillars of sustainability and safety into a tangible spatial experience where technical utility and human experience coexist seamlessly.

To establish this connection, Fustic. engineered the real-time interactive art and generative systems for the performance to support our core mission of creating cross-disciplinary art experiences. Using custom creative coding to process real-time data, the environment responds dynamically to a live classical music ensemble. The system runs generative art across massive LED canvases to create a living ecosystem. Algorithmic particle systems shift, mutate, and morph based on the frequency and velocity of the instruments, mirroring the fluid relationship between human safety, natural environments, and technical innovation. Every bow stroke and piano cadence instantly dictates the velocity and direction of the visual elements on screen, anchoring the brand's Scandinavian design inspiration in natural, fluid motions.

By embedding interactive art forms into a product launch, this synthesis of classical instrumentation and real-time computation highlights a clear trajectory for corporate collaborations, treating brand data into a responsive medium for sensory expression.