For the launch of the new Ed Sheeran album '-' ('Subtract') Warner Music Central Europe in collaboration with Accenture Song invited around 1,000 music enthusiasts and fans at the … read moreLighthouse of Digital Art Berlin to experience the album up close. Using visually stunning video projections and impressions, 'The Subtract Experience' exhibition brought the artist's emotional songs to life in a unique way. The joint goal of Warner Music Central Europe and Accenture Song was to translate the thoughts and emotions behind the new album into an iconic spatial experience. Already in the run-up Ed Sheeran announced the album as a 'gateway to his soul', which processes his very personal experiences with grief, depression, but also hope and love. Symbolic of the feeling of drowning in emotions such as loss and pain, the installation at the Lighthouse Berlin relied on the projection of water, which became visible, tangible and audible for the approximately 1,000 visitors of the 'Subtract Experience'. A unique activation that has not yet been realised for any artist in Germany. Immersive experiences offer an ideal opportunity to take the user experience to a new level – to make it much more sensual and emotional.
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