H&M & DUBAI rebranding event at ARTE Museum. I performed a 3-hour audio‑reactive VJ set alongside the DJ, with huge wall projections, real‑time visual input, and H&M branding integrated throughout from content creation to performance
WhatsApp Video 2025-10-29 at 23.00.56_c6a6b42b.mp4
Real‑time audio analysis drove generative systems in TouchDesigner to translate the music into evolving textures, typography, and motion graphics aligned to H&M’s visual language.
I built a dedicated performance UI in TouchDesigner specifically for the ARTE Museum setup, so the entire canvas could be steered live without breaking flow. More than twelve distinct visual scenes were pre‑programmed with audio‑reactive behavior, and I used the UI to blend them on the fly — layering overlays, triggering transitions, and swapping masks and modes to match the energy in the room.
_W2_window1 2025-11-10 19-04-55.mp4
W2_window1 2025-11-10 19-22-54.mp4
The room already felt alive. As the DJ eased into the first tracks, the walls breathed with soft red‑white textures, a quiet nod to H&M’s minimal palette. Each lift in the music teased sharper edges and bolder type, then dissolved back into calm, like the Garden Room itself was exhaling.
During the peak hours, the visuals became more kinetic, utilizing logo silhouettes and grid effects to react precisely to the audio pulse. These tight reactions alternated with expansive, fluid, and blooming visual states. High-energy points were marked by clear, prominent brand visuals. The finale concluded by transitioning the visuals into a fixed, minimalist H&M brand lockup.