Celebrating 10 years in London’s Victoria Park, Field Day will be returning on the 11th & 12th June. This year’s festival will host Electric Jungle, a creative hub presented by H&M and designed by The Flash Pack. The interactive space, which will be open to festival goers to create their own 3D image, embodies the theme: urban vs jungle. Inspired by the 1980’s Memphis Movement, Electric Jungle is loud and graphic in its style, and is a nod towards the monochrome street art of Keith Haring.
For this bold and innovative project, The Flash Pack commissioned beatboxer and visual street artist, Harry Yeff, better known as Reeps One. Reeps One’s creative influence embodies the H&M Divided Spring/Summer 2016 collection, making him the perfect fit for this project.
Working with The Flash Pack’s design team, Reeps One created a bespoke, graffiti style painting, which was digitally interpreted to form part of the interior of Electric Jungle. This urban, pattern interior acts as a backdrop for festival goers to create their own 3D video using The Flash Pack’s Freezus Curve.
The Freezus Curve consists of 10 cameras, which shoot simultaneously to create a three dimensional video. The first of its kind, the Curve effect has become popular within the fashion world. Earlier this week, Beyonce was captured at the CFDA Awards, frozen in a moment in front of an immersive rose wall backdrop.
Once the festival goers at Field Day complete their photoshoot, they will head to a social upload area, which enables quick and easy sharing from 27” touch screens. The experience combines elements of great design and high technology to engage a creative generation, whilst creating shareable content.
The graphic backdrop is juxtaposed against an abundance of foliage, which dominates the space and along with a synchronized neon light installation, creates Electric Jungle. This forest-like cave echoes the botanical print H&M use throughout their SS16 Divided collection and the street style inspired experience is completed with a soundtrack curated by Reeps One.
Tyson Benton, the Creative Director of The Flash Pack says: “H&M is a longstanding client and we are working directly with them to create the whole experience. Reeps One’s involvement is very exciting. As an icon of British underground street culture, his personal style reflects the H&M collection, making him the perfect fit for this project. He is also an amazing talent. The pattern for the floor and backdrop of the space are taken from art he created in our studios only last week.”
Electric Jungle is uncompromising in its creativity and encourages exploration, interaction and social sharing. The design embodies a visual language synonymous with youthfulness and street culture, and with a soundtrack to match, Electric Jungle is an engaging hub for the alternative Field Day crowd.
The making of the project has been documented in a short video. You can see teasers on H&M, Reeps One and The Flash Pack’s social channels and follow the experience through the hashtag: #HMxFieldDay. A feature length video will be released next week.
H&M’s 2016 Festival collection is available in store now.