Creating Visual Design and Meaningful Audience Experiences: Ideas, Concepts, Methods, Prototypes and Productions Developed at the Royal Danish Academy of Fine Arts, School of Design

The main purpose of the EU Interreg funded Classical Composition Music and Experience Design project, was to rethink audience experiences and develop knowledge of applied technologies connected to classical music and live concerts. The project and its main objectives was motivated by at least thee conditions. The most important being 1) the development in new technology creating new expectations in audiences attending cultural events, including classical concerts, 2) resent decline in audiences attending classical music and 3) a will to strengthen relations between cultural institutions, creative businesses and educational institutions in the Øresund region (including the city and surroundings of Malmø and Copenhagen). Therefore the project Classical Composition Music and Experience Design focused on developing new and meaningful audience experiences where live classical music meets new digital technologies and the explanation of the level of knowledge as well as the creative businesses in the Øresund region. The partners in the project aimed to, through understanding and exploiting each other’s complementary competences, explore and develop new experience design concepts.
Many cultural institutions consider digital media and new technologies as appropriate ways to reach new audiences. However in the field of classical composition music, new technologies have more than often been applied mainly to online ticket sales, web based marketing, and social medias. The focus of our work at the School of Design, including students and external partners, therefore focused on how the use of new technology could enrich the live experience in a way that was both aesthetic satisfying and renewed the classical live format in a way that might attract new audiences.