Promotion: design studio the Unlimited Dream Company used lighting, set design and visuals to delve into themes of “fatherhood and growth” for UK artist Loyle Carner on his most recent tour.
It was a recent highlight from the London-based Unlimited Dream Company (UDC) which takes a distinctive approach to show design, placing a strong emphasis on spatial storytelling.
The studio employs various design elements to tell the story of musical artists on stage, working across various levels including creative direction, set design, and film and artwork design.
The studio was set up in 2021, by architect George Thomson and production designer Harrison Smith. The idea behind UDC was to bring together an array of designers, film-makers, musicians and producers from across the design industry to offer a fresh take on experiential design.
It recently collaborated with Loyle Carner on the artist’s Hugo tour, integrating personal elements on stage that illustrated the album’s themes.
It designed a central light that floated above the artist that was representative of the sun’s daily cycle, which structured the artist’s performance around different times of the day.
“UDC’s mission is to craft emotionally resonant experiences where the story is always central,” said Thomson. “For us, spatial design is never just a backdrop; it’s a central part of defining and articulating the narrative.”
The studio also placed Carner’s actual first car on set: a Volkswagen, to symbolise the artist’s personal growth. Such details created a more personal experience for the audience as well, according to the studio.
“The stage design masterfully reflected the album’s emotional and thematic core, drawing the audience into a shared, narrative-driven space,” said the studio.
The studio said it set out to blend storytelling with innovative spatial design and highlight themes in Carner’s album. “The sunlight cycle wasn’t just a visual element, it was a metaphor for personal growth and time’s passage,” said the studio.
“UDC has been committed to integrating storytelling into every facet of live performance design for the past few years,” said the studio.
“Much like in architecture or filmmaking, [the] aim is to evoke visceral, emotional reactions, encouraging audiences to feel rather than intellectualise the experience.”
The studio considers techniques used in ancient amphitheatres, such as acoustical optimisation as a result of architecture, to the developing technologies of today, such as XR and AI.
It also builds up the advancements in stage technology that came about in the 1980s and 1990s, when concerts became more “visually and spatially dynamic” and the 2000’s, when technology pushed the craft further.
The integration of these various design techniques, both new and old, promises an exciting future for spatial design in live entertainment.
“The next wave of live entertainment will create environments where the boundaries between the audience, performers, and the space are increasingly blurred and dynamic.”
The photography is by Andy Paradice unless otherwise stated.
Partnership content
This article was written by Dezeen for Unlimited Dream Company as part of a partnership. Find out more about Dezeen partnership content here.
