STAGE AND PRODUCTION DESIGN FOR A MUSIC PERFORMANCE NONPROFIT ORGANIZATION

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