Context
Year: 2023 - Present
Client: THE FIZZ
Target Audience: 18 - 27 years old
Role: Art direction and digital art
Tools: Adobe Photoshop and Adobe Illustrator
Problem: At THE FIZZ Darmstadt, a long corridor with various apartment rooms had very thin walls, leading to frequent noise complaints from tenants. To address this issue, soundproof walls needed to be installed. An initial suggestion was made to print stock images of Darmstadt's famous landmarks and monuments on the walls; however, this approach did not align with the brand and risked giving the space a cheap, hostel-like appearance.
Solution: I proposed creating custom collage artworks for these walls, fitting to the brand guidelines. These digital collages included famous landmarks from Darmstadt and were complemented by photos from our own photoshoots featuring tenants. These images depicted tenants engaging in various activities at THE FIZZ, such as cooking, studying, playing games or instruments, and exploring the city. The goal of this project was to create interactive artworks that not only aligned with the brand but also added a fun and lively atmosphere to this white space. In total, 20 custom walls were created in the size of 2m by 3m.
Due to the positive reception from tenants, we decided to implement similar wall designs in other cities, including Leiden, Frankfurt and Vienna. In Leiden, the designs were transformed into A1 posters for studying and gaming areas. In Frankfurt and Vienna they were in implemented as wallpapers, stickers and PVC plates.
Guiding Hands: THE FIZZ Vienna
In addition to the walls in Vienna, there was interest in adding artwork to three pillars located in the middle of a multipurpose room, which includes a gaming area, a coffee area, and a study area. Noting that interest in immersive art has grown by 27% over the past year,* my goal was to design these pillars to reflect the function of each area and to make them more interactive, providing immersive experiences sought by our target age group.
To achieve this, I created collages of hands holding items relevant to each section of the room. In the gaming area, hands were depicted holding ping pong paddles, a billiard cue stick, and dice.
*According to Glimpse
In the study and chill area, hands held coffee cups, pens, pencils, and speech bubbles, enhancing the collaborative and relaxed atmosphere of the space. One of the pillars facing this area featured hands pointing towards a designated spot for event posters. With high traffic and social activity in this part of the room, it served as an ideal location for such a collage. For the coffee area, I designed hands tossing coffee beans into other hands holding coffee mugs, creating a dynamic and engaging visual.
This approach not only enhanced the aesthetic appeal of the room but also reinforced the specific purposes of each area, making the space more vibrant, interactive, and aligned with the growing interest in immersive experiences.
Stay tuned!
More exciting collages are on the way. If you like these kind of projects, get in touch — we can work together!
PS: The collage shown in the video is located at THE FIZZ Frankfurt :)