“ A second year project for Red Bull about special ice...”
We, a team of four, started this project based on the invention made by the first Ice Ice Baby team. They had created a special kind of ice which is stronger and easier to use than conventional ice. We were asked by our client, Red Bull, to use this ice with unique properties in order to design an innovative event. After a thorough idea generation phase we came to the idea to design a street art event at the frozen Dutch canals. Read on..
The focus of this project was not just on finding an application for the ice, it was about designing and event which fits the identity of Red Bull. This project has been a real team effort and we mostly all have been involved with each aspect of the design process. Together with Celine, one of my team mates, I have hosted the final presentation.
We started off with a thorough investigation of the red bull company in order to grasp the red bull identity and to understand their brand values and marketing strategy. A good understanding of the company was slowly gained and used in the design process. The end result of the project as well as more elaborate information of the process can be read and seen below.
In the first weeks of our project it was important for us to get a good feeling of the company and their brand identity. We decided to visualize their brand keywords which helped us to determine an interesting direction for our project. To see more, please click on the picture.
We defined one main direction which we considered to be a good match for Red Bull; Urban culture. We think this culture matches Red Bull because of the creative expressions, the rebellious character and the open-minded way of thinking.
During the second interim we presented our ideal version of the event by making use of a scenario. Please click on the picture to see the rest of the scenario.
We have experimented and tested a lot with the ice. We started out with simple tests and by trial and error developed the concept further. Please click on the picture to see more of the ice tests.
We had many difficulties with the colouring of the ice. Eventually after much of testing with different pigments we were able to create the bright colours that the street artists love so much.
This is one of the movie samples we used during our final presentation. To link the different parts of the design process discussed in our presentation we used short movie samples as the red line through our story. This created a constant dynamical flow in the presentation in which the audience was informed about the upcoming topic. Every sample was in the same style with the same ice ice baby tune.
A lot of effort was put in setting up an ice wall of 4,5 m long which the street artists could use to give a live demo of the concept. Because we gave our presentation at the Gaslab in Eindhoven we where able to create an ambience close to what we had envisioned for the actual event. Food and drinks where offered and we had invited a DJ to make it complete. Even the weather was just right: ice and ice cold. Please click on the picture to see more of the final presentation.
In order to get an impression of how the street artists sculpture the ice, you can watch a compilation of the movie made during the final presentation.