Saatchi & Saatchi Hungary creates world’s biggest interactive music box for Budapest music institution Müpa
Saatchi & Saatchi Hungary creates 'world’s biggest interactive music box' for Budapest music institution Müpa.
To celebrate the Hungarian capital’s much-loved music institution Saatchi and Saatchi created a larger than life to ambient installation to launch the Winter 2015 season.
The “Müpa Hangjáték” (Müpa Melody Wheel) is a giant music box that was installed in the Allee Plaza, one of the largest shopping centres in Budapest in November.
People had the opportunity to choose the track they would like to spin – literally by climbing into the machine and ‘walking the tune’. A diverse range of musical styles were available to select from six sheets of music, a reflection of the diversity of the events programme at Müpa - from Tchaikovsky to, Hungarian pop songs, to the Harry Potter theme.
“We wanted to give people something real so we created a larger than life interactive music box,” says Andrea Toth, Creative Director, Saatchi & Saatchi Budapest commented. “Because we live in an age where everything can be downloaded, streamed or sent to the cloud, we wanted to put the magic back into music, and turn the Müpa feeling into a live, hands on experience. Pick your tune, and start rolling. Müpa is the closest you can get to music.”
Since it’s opening in 2005, Müpa has offered high quality cultural events to a diverse audience. One of Hungary’s most contemporary cultural institutions and best known cultural brands, Müpa’s eclectic programme offers a variety of musical genres including; Jazz, Classical, Contemporary, Opera and Pop, as well as contemporary circus, dance, literature and film.
The fundamental mission of Müpa is to maintain a respect for Hungarian and European artistic traditions, whilst introducing new artistic trends and directions.
Müpa also houses one of the largest concert hall organs in the world: the Bela Bartok National Concert Hall fuses architecture and music, connecting past and present and providing a metaphorical link between musical genres and cultures.
“From the very beginning, Müpa Budapest has strived to offer the broadest possible spectrum of genres and make sure every age group finds something to excite them,” says CEO of Müpa Budapest, Csaba Káel.
“It is precisely for this reason that we are constantly looking for opportunities to make the venue more attractive to younger generations. The Müpa Hangjáték (Müpa Melody Wheel) is a fantastic way to illustrate the more playful side of art. Just as this unique and large music machine is full of surprises, Müpa Budapest too is the perfect home for everything from Liszt and Irie Maffia.”
Since nothing of this kind has been built before, there were no ready-made solutions to the construction of the music box, and all parts had to be tested individually: from industrial machinery constructing rails to BMX brakes. After a thorough sound-check period, the metal sound membranes were shipped in from the US. The running wheel and musical structure were assembled in a different location, with everything designed with portability in mind.
30 November 2015
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