Client: Specific Media LLC, Irvine, CA
Design/Fabrication: Kohlhaas Messebau GmbH & Co. KG, Hannover, Germany
Size: 33-by-36 feet (1,188 square feet)
Estimated Cost: $136,000
Estimated Cost/Square Foot: $114
nce the most popular social-networking website on Earth, Myspace later slumped into a swamp of cyber vandals, D-list celebrities, and dysfunctional redesigns that resulted in its losing millions of members and even more millions of dollars before the music-oriented site was sold off for a song. Now owned by Justin Timberlake and Specific Media LLC, Myspace wanted to catch the eyes – and ears – of the world again at Dmexco, a digital-market conference in Cologne, Germany.
To rekindle the sensuous pleasure of losing yourself in the music it was once famous for, the company collaborated with Kohlhaas Messebau GmbH & Co. KG to create an offbeat 33-by-36-foot space to stir the soul with sound. An obsidian-black back wall and ceiling made of medium-density fiberboard suggested an endless night sky. The dark expanse formed a stark backdrop for three blue, alien-looking shapes that punctuated the ceiling.
The tensioned-fabric forms floated above the exhibit like cerulean manta rays on an ocean of air. Below them, attendees relaxed in a trio of spherical Plexiglas chairs. Snug in the pod-like seats that were suspended from the ceiling by 13-foot-long cords of silver steel, the visitors donned headphones and listened to a loop of songs by Rihanna, Adele, and other pop virtuosos who now appear on the revamped Myspace. While the music played, attendees gazed at a PVC floor festooned with six Hollywood Walk of Fame-like stars.
Booth staffers held business meetings in adjacent rooms whose glass windows and doors sported life-size, etched-foil silhouettes of people jamming joyously to music. Inside, the rooms' all-white walls, carpeting, and furniture made the areas as calming as a song by Enya. By offering an intimate space that could evoke the same sensory delight for visitors as the music it played for them, Myspace drew in hundreds of attendees, and turned up the volume on its brand.