Soundstage / Los Angeles
Frog Design
Commercial Interior
2018 / 4,000 sq. ft.
Soundstage is a new way to interact with technology —
bringing together the social connectivity of the digital realm with the
sensations of physical space. The project,
which
was designed for a major telecom company in Los Angeles,
is an experimental environment that explores the future of retail.
Soundstage reimagines retail space as a platform for social collectivity and
shared media experiences. There are no physical products for sale in the space,
instead visitors experience immersive new technologies — Virtual Reality (VR),
Augmented Reality (AR) and video recordings — as well as live performances.
Collaboration: Frog Design with MODU (Architecture Partner)
Liberated from the requirements of displaying merchandise,
Soundstage provides its users with a reconfigurable, open-air interior designed
for their well-being. The space is capable of transforming to accommodate a
range of different uses, from hosting multiple simultaneous events to hosting a
single launch event. The retail interior also extends into its urban
surroundings. Visitors experience the outside from within through a fully open
building envelope. A bleacher can also be moved outside, allowing interior
events to directly engage the public.
The central gathering space can be reconfigured several
times a day with the aid of mobile theater scrims and motorized bleacher
seating. The media technologies are designed to be experienced collectively;
large screens share what is seen by each user, stitching individual experiences
together in a democratic and constantly changing environment.
Project Team: Rachely Rotem, Phu Hoang, Zhenwei Zhong, Sadie Dempsey
Project Team: Rachely Rotem, Phu Hoang, Zhenwei Zhong, Sadie Dempsey