Saatchi & Saatchi Hungary create Music Box for Budapest music institution Müpa

Conceptualised by Saatchi & Saatchi, an experiential melody wheel has been installed in the Allee Plaza, Budapest, to appeal to younger audiences

BestMediaInfo Bureau | Mumbai | November 13, 2015

Click on the image to watch the Video.

Members of the public are being invited in November to interact with a larger than life ambient installation conceived by Saatchi & Saatchi to celebrate Budapest's much-loved music institution Müpa Budapest.

The Müpa Hangjáték (Müpa Melody Wheel) is a giant music box that will be installed in the Allee Plaza, one of the largest shopping centres in Budapest, from November 9-17. People will have 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 will be available to select from 6 sheets of music, which reflect the diversity of the events programme at Müpa. From Tchaikovsky to the Harry Potter theme, and Hungarian Pop songs, demonstrating the appeal of Müpa to different generations.

Andrea Toth, Creative Director, Saatchi & Saatchi Budapest, commented, “We wanted to give people something real so we created a larger than life interactive music box. 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 live, hands- on experience. Pick your tune, and start rolling. Müpa is the closest you can get to music.”

Since its 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.

Csaba Káel, CEO of Müpa Budapest, said, “From the very beginning, Müpa Budapest has worked to offer the broadest possible spectrum of genres and make sure every age group finds something to excite them. 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 The Lovemarks Company 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.

The Video:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency Credits:

Creative Agency: Saatchi & Saatchi Budapest

Andrea Toth: Creative Director

David Harmath: Copywriter Adam Nagy: Art Director

Viktor Szilagyi: Digital Art Director

Adam Babocsay: Client Service Director

Zsuzsanna Dobrei: Account Director

Edith Palfi: Account Executive http://saatchi.hu/en-hu/

Production company credits:

Production company: Medence Csoport

Tobias Terebessy: Director of Production

Andras Gross: Chief Executive Officer

Mixi Garay: Office Manager

Info@BestMediaInfo.com

Info@BestMediaInfo.com