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MODERNIZING THE CLASSICAL
CONCERT EXPERIENCE
STAGE AND PRODUCTION DESIGN FOR A MUSIC
PERFORMANCE NONPROFIT ORGANIZATION
LIGHTSCAPES
COMPLETED WITH THE ASIAN MEMORY PROJECT | AUSTIN, TEXAS | 2022
ASIAN
74.6%
BLACK/AFRICAN AMERICAN
8.6%
HISPANIC/LATINO
12.5%
WHITE
17.6%
WHITE HISPANIC BLACK ASIAN
LIGHTSCAPES | pg.2
THE PROBLEM
The city of Austin’s rapidly growing Asian American population suffers
from a lack of community.
01 | UNDERSTAND
Percent change in Austin’s racial/ethnic
demographics between 2010-2020
Majority race in Austin by area
Note: red denotes pop. decrease since 2010
blue denotes pop. increase since 2010
Data provided by US Census Bureau, 2010 and 2020 Data provided by U.S. Census, proprietary data mapping and analysis
HOW MIGHT WE REDEFINE
THE CLASSICAL CONCERT
EXPERIENCE TO APPEAL
TO AUSTIN’S ASIAN
AMERICAN COMMUNITY AS
A PLACE OF GATHERING?
LIGHTSCAPES | pg.3
THE BRIEF
The Client
The Ask
01 | UNDERSTAND
The Asian Memory Project, a nonprofit
startup seeking to amplify Asian
American representation and community
in Austin through culturally inspired
classical musical performance.
Design a welcoming concert experience
appealing to the Asian American
community in Austin.
LIGHTSCAPES | pg.4
QUANTITATIVE RESEARCH INSIGHTS
Familial Values
02 | EMPATHIZE
The vast majority (83%) of Asian
households in Austin are two parented
and often dual-earning households.
The Asian population in Austin reports a
very low rate of out-of-wedlock childbirth,
at about 4%, compared with roughly 35%
for the general population.
A large amount of Asian Americans in
Austin report issues including mental
distress (44%), percieved ethnic/racial
discrimination (32%), and social isolation
(20%)
A large percentage of Austin’s population
falls under the ages of children under 18
(18.3%) and adults above 35 (44.4%)
often found in nuclear families.
Nationally, Austin's Asian median age
of 32.6 ranks as the 8th youngest
out of the 30 largest cities in the US.
A Youthful Population
Data provided by the City of Austin, 2016 Data provided by the US Census Bureau, 2014
Asian population median ages Asian age demographics in Austin
QUALITATIVE RESEARCH INSIGHTS
Familiarity
02 | EMPATHIZE
Asian American survey responders,
especially children, reported feeling
stronger connections to
instrumental music themes that were
familiar through past experiences.
A consistent shortcoming reported
among classical music concertgoers
was a lack of opportunity to fidget,
use the restroom, and move in and
out of the space during performances.
Many users felt they would enjoy the
classical concert experience more if it
was accompanied by a more dynamic
visual experience, with Candlelight
Concerts cited as an example.
Movement Visual Stimulation
Research conducted by Pranav Subramanian in collaboration with the Asian Memory Project LIGHTSCAPES | pg.5
HOW MIGHT WE DESIGN AN
INCLUSIVE AND ACCESSIBLE
CLASSICAL CONCERT
EXPERIENCE APPEALING TO
AUSTIN’S ASIAN AMERICAN
FAMILY POPULATION AS A
PLACE FOR GATHERING?
LIGHTSCAPES | pg.6
CONTEXTUAL ANALYSIS
Catering to Families Redefining the Problem
03 | DEFINE
Accessible Design
When seeking to improve the concert
experience for young audiences,
designing more accessible and
dynamic experiences may be crucial to
retaining attention and engagement.
Because a large majority of Austin’s
Asian American population is in the age
range to be living in nuclear families,
designing family-friendly events may
address the reported social isolation in
these households.
LIGHTSCAPES | pg.7
STRATEGIC APPROACH
04 | IDEATE
A Studio Ghibli
Tribute Concert
Drawing from the shared
experience and nostalgia of
Miyazaki’s Studio Ghibli films, the
Asian Memory Project seeks to
create community in Austin’s Asian
American population through a
multimedia performance series
featuring music, video, poetry,
graphic design, and stage design to
facilitate an accessible and
engaging gathering space for the
community.
Design Drivers
Set pieces, stage decorations, and lighting draw
inspiration from Studio Ghibli films.
The circular seating configuration facilitates a
more intimate relationship with the performers.
Familiarity
Continuous path of movement throughout the
space to support transient audiences.
Audience encouraged to stretch as necessary.
Movement
Projector screen set to display scenery from
Studio Ghibli films in synchronization with the
musical performance.
Set pieces change color with concert set list.
The wine glass table used mid-performance
serves as a new visual focus.
Visual Stimulation
Concept Sketch
LIGHTSCAPES | pg.8
EVENT DESIGN
05 | PROTOTYPE, TEST, IMPLEMENT
SEP 2022
DEC 2021 MAR 2022
AUG 2021 JAN 2022 APR 2022 Concert series concluded,
set pieces on exhibit at
Austin Public Library
Debut event, beginning
of Studio Ghibli Tribute
concert series
On-site production
kickoff, rehearsal kickoff
Project team established,
brief assigned
50% Production complete,
preview event at Austin
Public Library
Fundraising, budgeting,
and initial design studies
completed
LIGHTSCAPES | pg.9
PROJECT MANAGEMENT
05 | PROTOTYPE, TEST, IMPLEMENT
Project Timeline
Budget Breakdown
Overall Budget Staging Budget Production Team Budget
LIGHTSCAPES | pg.10
EVENT FLOOR PLAN
05 | PROTOTYPE, TEST, IMPLEMENT
Ambient Movement Path
LIGHTSCAPES | pg.11
SET PIECES
05 | PROTOTYPE, TEST, IMPLEMENT
Construction
Considerations Assembly
LIGHTSCAPES | pg.12
EVENT PHOTOS
05 | PROTOTYPE, TEST, IMPLEMENT

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LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCERT EXPERIENCE?

  • 1. MODERNIZING THE CLASSICAL CONCERT EXPERIENCE STAGE AND PRODUCTION DESIGN FOR A MUSIC PERFORMANCE NONPROFIT ORGANIZATION LIGHTSCAPES COMPLETED WITH THE ASIAN MEMORY PROJECT | AUSTIN, TEXAS | 2022
  • 2. ASIAN 74.6% BLACK/AFRICAN AMERICAN 8.6% HISPANIC/LATINO 12.5% WHITE 17.6% WHITE HISPANIC BLACK ASIAN LIGHTSCAPES | pg.2 THE PROBLEM The city of Austin’s rapidly growing Asian American population suffers from a lack of community. 01 | UNDERSTAND Percent change in Austin’s racial/ethnic demographics between 2010-2020 Majority race in Austin by area Note: red denotes pop. decrease since 2010 blue denotes pop. increase since 2010 Data provided by US Census Bureau, 2010 and 2020 Data provided by U.S. Census, proprietary data mapping and analysis
  • 3. HOW MIGHT WE REDEFINE THE CLASSICAL CONCERT EXPERIENCE TO APPEAL TO AUSTIN’S ASIAN AMERICAN COMMUNITY AS A PLACE OF GATHERING? LIGHTSCAPES | pg.3 THE BRIEF The Client The Ask 01 | UNDERSTAND The Asian Memory Project, a nonprofit startup seeking to amplify Asian American representation and community in Austin through culturally inspired classical musical performance. Design a welcoming concert experience appealing to the Asian American community in Austin.
  • 4. LIGHTSCAPES | pg.4 QUANTITATIVE RESEARCH INSIGHTS Familial Values 02 | EMPATHIZE The vast majority (83%) of Asian households in Austin are two parented and often dual-earning households. The Asian population in Austin reports a very low rate of out-of-wedlock childbirth, at about 4%, compared with roughly 35% for the general population. A large amount of Asian Americans in Austin report issues including mental distress (44%), percieved ethnic/racial discrimination (32%), and social isolation (20%) A large percentage of Austin’s population falls under the ages of children under 18 (18.3%) and adults above 35 (44.4%) often found in nuclear families. Nationally, Austin's Asian median age of 32.6 ranks as the 8th youngest out of the 30 largest cities in the US. A Youthful Population Data provided by the City of Austin, 2016 Data provided by the US Census Bureau, 2014 Asian population median ages Asian age demographics in Austin
  • 5. QUALITATIVE RESEARCH INSIGHTS Familiarity 02 | EMPATHIZE Asian American survey responders, especially children, reported feeling stronger connections to instrumental music themes that were familiar through past experiences. A consistent shortcoming reported among classical music concertgoers was a lack of opportunity to fidget, use the restroom, and move in and out of the space during performances. Many users felt they would enjoy the classical concert experience more if it was accompanied by a more dynamic visual experience, with Candlelight Concerts cited as an example. Movement Visual Stimulation Research conducted by Pranav Subramanian in collaboration with the Asian Memory Project LIGHTSCAPES | pg.5
  • 6. HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCERT EXPERIENCE APPEALING TO AUSTIN’S ASIAN AMERICAN FAMILY POPULATION AS A PLACE FOR GATHERING? LIGHTSCAPES | pg.6 CONTEXTUAL ANALYSIS Catering to Families Redefining the Problem 03 | DEFINE Accessible Design When seeking to improve the concert experience for young audiences, designing more accessible and dynamic experiences may be crucial to retaining attention and engagement. Because a large majority of Austin’s Asian American population is in the age range to be living in nuclear families, designing family-friendly events may address the reported social isolation in these households.
  • 7. LIGHTSCAPES | pg.7 STRATEGIC APPROACH 04 | IDEATE A Studio Ghibli Tribute Concert Drawing from the shared experience and nostalgia of Miyazaki’s Studio Ghibli films, the Asian Memory Project seeks to create community in Austin’s Asian American population through a multimedia performance series featuring music, video, poetry, graphic design, and stage design to facilitate an accessible and engaging gathering space for the community. Design Drivers Set pieces, stage decorations, and lighting draw inspiration from Studio Ghibli films. The circular seating configuration facilitates a more intimate relationship with the performers. Familiarity Continuous path of movement throughout the space to support transient audiences. Audience encouraged to stretch as necessary. Movement Projector screen set to display scenery from Studio Ghibli films in synchronization with the musical performance. Set pieces change color with concert set list. The wine glass table used mid-performance serves as a new visual focus. Visual Stimulation Concept Sketch
  • 8. LIGHTSCAPES | pg.8 EVENT DESIGN 05 | PROTOTYPE, TEST, IMPLEMENT
  • 9. SEP 2022 DEC 2021 MAR 2022 AUG 2021 JAN 2022 APR 2022 Concert series concluded, set pieces on exhibit at Austin Public Library Debut event, beginning of Studio Ghibli Tribute concert series On-site production kickoff, rehearsal kickoff Project team established, brief assigned 50% Production complete, preview event at Austin Public Library Fundraising, budgeting, and initial design studies completed LIGHTSCAPES | pg.9 PROJECT MANAGEMENT 05 | PROTOTYPE, TEST, IMPLEMENT Project Timeline Budget Breakdown Overall Budget Staging Budget Production Team Budget
  • 10. LIGHTSCAPES | pg.10 EVENT FLOOR PLAN 05 | PROTOTYPE, TEST, IMPLEMENT Ambient Movement Path
  • 11. LIGHTSCAPES | pg.11 SET PIECES 05 | PROTOTYPE, TEST, IMPLEMENT Construction Considerations Assembly
  • 12. LIGHTSCAPES | pg.12 EVENT PHOTOS 05 | PROTOTYPE, TEST, IMPLEMENT