Though it may appear defunct today,
in performing arts and live events spread over the last decade has definitely equipped us to think with flexibility and be quick on our feet— technology has always been fundamental to our evolution and relevance within the industry, and the COVID pandemic has been no exception. This new era has led us to the term
: an attempt at neither resuscitating a dead past nor idealizing an uncertain future, but fusing the two into an approach to culture that is fresh and (crucially) ever-evolving. Indeed, change is the only constant we can reasonably rely on, and the Hybrid Culture mindset knows that. Hybrid thinking can apply to virtually every facet of the conceptualization, ideation and production cycle: it can help rethink a
, team work, brainstorming,
, and, of course, methods. For us, this has been an unparalleled opportunity to sharpen our knives and interweave new technological developments with our entire creative process.
Already quite present in our modus operandi,
has taken on new formats and meanings during the last months. Lockdown and social distancing have inevitably facilitated a strong digital pivot, predominantly manifesting as pre-packaged digitized visual content that while helpful, does little but engage the audience on a superficial level, condensing a replica of the long-lost and yearned for ‘live’ experience. As it stands, we’ve come to the conclusion that to be memorable, a
needs to be as engaging as a live event, and offer an alternative instead of a facsimile. This logic has powered some serious and highly fruitful technological
experimentation with hybrid formats
, primarily with tools such as Extended Reality or Mixed Reality, which have facilitated the creation of events for both major Fortune 500 and independent artist clients. At the same time, championing the virtual-reality continuum has also proved to be compatible with our sustainable ambitions, helping save time, energy and the significant atmospheric pollution of countless airplane flights.