"Liberate your inner artist", a premise that defines Desigual's brand concept and that, during Sónar 2019, was the perfect moment to turn it into a tangible experience. Lateral Thinking actively participated in the materialization of this statement of intent, finding a way to create all kinds of artistic synergies in each of the people who visited the festival.
Taking advantage of the fact that each individual has totally unique electric currents, we decided to make them the protagonists by making them visible thanks to a totem with which the participants could interact. When they placed it in their hands, the currents were transformed into a soundscape and colour that followed each person through the space and allowed them to interact with their surroundings.
For the execution of the project we had the support of Onionlab, a multidisciplinary studio specialized in the direction and production of audiovisual shows for large-scale events.