THE ABSOLUT COMPANY CREATION | OX

BACKGROUND & MISSION

With its firm commitment to art and creativity, The Absolut Company Creation (part of the Pernod Ricard Group) enlisted Tetro to present a digital art program with electronic music in 2016.

PROPOSED CREATIVE APPROACH

Tetro sought out the creative minds best suited to meet this challenge by conducting an artist search for someone who could create a multifaceted, innovative stage design, then organised production of the work and designed the graphic identity for the initial tour of The Absolut Company Creation.
From this collaboration emerges the OX installation designed by Romain Tardy: the first sensitive “smart lights” work that listens to and understands music and can make it perceptible to the eye. It’s a light installation that analyses the DJ’s mix in real time, but it isn’t simply limited to sounds and beats. OX uses emotions, variations, frequencies, intensity, tempos, dissonance and the sound itself to offer a unique combination of visual effects that translate music as no one has been able to do before.
On 15 December 2015, the OX installation makes its first appearance as part of an exceptional evening event at the Palais de Tokyo, with the musician Agoria. OX is making its public debut on Saturday 30 January at Ubu in Rennes, with DJs La Mverte and Alejandro Paz.
Throughout 2016, The Absolut Company Creation is presenting OX alongside selected DJs at iconic sites in France’s electronica scene.

Additional informations at The Absolut Company Creation website.