Installation
Located on London’s South Bank, The Cube brought together architecture, sound and technology to create an immersive moment of calm during London Design Festival. Developed in collaboration with Henning Larsen Architects, Bang & Olufsen, AKQA and musician Kasper Bjørke, the experience combined mirrored architecture, spatial sound and nine VELUX roof windows controlled through the VELUX ACTIVE app. Each window revealed a different nature sound, creating an evolving sensory experience shaped by light, air and sound.
The experience extended into every detail, including custom VELUX uniforms created in collaboration with Le Fix for the team hosting the installation. A digital extension allowed audiences beyond London to experience The Cube through a selection of landscapes and layered soundscapes.
Impact
The Cube was fully booked within minutes during London Design Festival and welcomed more than 2,000 visitors. The project extended VELUX beyond its functional product category, positioning light, fresh air and nature as part of a broader conversation around wellbeing and contemporary living. The experience was amplified through social media and international design media, including Wallpaper*, while the digital experience extended the idea beyond the physical installation.
Role
Creative Direction - Experience Concept - Art Direction - Partnership Development - Creative Oversight
From concept to execution, I led the creative development of the experience, shaping the original idea and bringing together collaborators across architecture, sound, technology and design. I guided the creative direction across the physical installation, partnerships and wider expression of the project.
Photography by George Kroustallis, Film by Thomas Wootton, Concept Development & Creative Direction by Ruben Hughes
Behind the scenes
Left to right: 1) Architects reviewing the progress of The Cube on film day. 2) Concept drawings by Henning Larsen Architects. 3) Musician Kasper working on the composition. 4) Art director Ruben welcoming visitors to the experience. 5) Final construction underway ahead of the launch during London Design Festival. 6) Teaser animation for the online experience by AKQA.
