Audio Branding

Onassis Cultural Centre 2013–2014

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Besides the design of each visual communication application for Season 2013–2014 of the Onassis Cultural Centre, one of Athens’ most prominent cultural venues, the launch campaign also included a piece of sound design. The key visual aspect of this campaign is the photograph or video-picture of established Greek creators looking directly towards the spectators, while the image mutates as if seen through a prism. Accordingly, the sound that played a vital part in the campaign was oddly fragmentary. Its main elements are processed recordings of the portrayed artists whose articulated syllables, whispers, vowels and body sounds provided the music and general soundscape. These tones and noises became the core of the sound design work. Custom software tools were created in order to manipulate the recordings and transform each sound into sonic clusters that formulate sonic identities. The original music was created for numerous applications and contexts, using the recordings to convey an anthropocentric essence.

Statement by the Jury

The sound idea for the Onassis Cultural Centre is extraordinary in that it distinguishes itself entirely from comparable works. It is bold, refreshing and utterly outstanding. Following a highly creative approach, it blends the visual design and sound into a harmonious unity.

Credits
  • Client:
    Onassis Cultural Centre, Athens
  • Design:
    Beetroot Design Group, Thessaloniki
  • Music/Sound Design:
    Karolos Gakidis