Managing the event logistics and planning for a highly immersive brand experience
The North American debut concert of Max Richter’s groundbreaking 8-hour composition Sleep, presented by Beautyrest, took place at South by Southwest music, media, and film festival. The event ran overnight at Bass Concert Hall from March 12th to March 13th. The overnight performance, scored for piano, strings, electronics, and vocals, was intended to lull the audience to sleep with soft entrancing harmonies, offering a once-in-a-lifetime restful listening experience.
Create // Peaceful Dreams
We were challenged to coordinate the event logistics and overall event production for this unique and unprecedented performance. SxSW is an iconic music and arts festival, so expectations were high to create an out-of-the-box experience to augment the premiere of Sleep.
Experience // Rest and Relaxation
Approximately 150 SxSW attendees got to experience the full performance of British-German composer Max Richter’s eight-hour epic album, Sleep. Attendees were invited to arrive at this event in their pyjamas or rest wear.
We collaborated with Beautyrest, who provided the mattresses for the event. All 3,000 seats in the three-tiered concert hall were emptied, with the stage packed with 150 twin-size Beautyrest beds, complete with branded pillows, blankets, and silk eye masks. We can honestly say, this is the first time we’ve wanted attendees to fall asleep at our event!
Richter and his accomplices were positioned in the middle of the stage, with beds radiating out from front to back and into the wings. At the very back of the stage, a photo of a bright moon was projected onto a screen to set the mood, while dreamy projections of clouds filled the walls around the stage. Richter played his melodic, lullaby-inspired piece, accompanied by a five-piece band and a vocalist.
At 8:13am the following morning, the performances ended and guests woke up out of their deep and restful sleep. This event was a literal dream for our team!
- Event date: 12/03/2018
- Location: Austin
- Client: Universal Music Group
- Production Manager : Peter Lynch
- Production Assistant : Jennifer O'Leary
- CEO : Ronan Healy