NITRO’S OUTSIDER ALBUM LAUNCH AT GAMESTOP MILANO

To promote the launch of Italian rapper Nitro’s latest album, OUTSIDER, Holy Club created an immersive experience coinciding with the opening of GameStop’s flagship store in Milan, which served as the project’s venue. Holy Club set out to harmonise Nitro’s music with captivating visuals to amplify the impact of the rapper’s release and the store’s inauguration.

Holy Club immediately saw the potential in the store’s brand-new LED walls. Combining them with Notch, the creative team crafted mesmerising simulations with real-time particles, beginning by analysing the sound of Nitro’s new work and the album’s chosen visual themes, which formed the bedrock of their creative direction. From there, they selected imagery with the most potential to integrate seamlessly into the walls and form an interactive space.

The team used Notch as their primary software for producing their self-described “visual tapestry.” They also incorporated TouchDesigner for specific details. For a companion piece at the same venue, they used a brainwave-detecting helmet to capture data from customers wishing to participate and synchronised said data with their real-time generative imagery. The joint launch was well-attended and positively received, with audiences overwhelmingly enthusiastic about the singular fusion of visual art, music, and technology.

Additional press coverage:

IGN Italy, Everyeye.