How did you get involved with working in The Qube Project?
We did a stage called the Bunker during Global Gathering 2014. We designed and made content for the DJ booth installation together with HaloLive. This little project got us in touch with Gemma Ross who runs The Qube Project.
TheQubeProject - Making of from superbros on Vimeo.
What served as the inspiration behind the design?
They wanted something new for this club. The main point was to have a more urban set up: Some rooms are painted with graffiti, some have a more warehouse feel, so that was our starting point. Plus, as the name itself says, we had to go with a cube as the main shape.
After receiving the brief we decided the installation had to be quite full on! We took inspiration from the urban landscape of certain boroughs in London: Brutalist architecture like the Barbican, Trellick tower, Royal Festival Hall. Some details of these buildings look like extruded cubes that are coming out from the wall and they’re considered Brutalist for the concrete material used and their sharpness. They have quite beautiful and strong shaped designs.
When we put up the installation it looked like a part of a building had broken off into the club! We all loved it!
What are your backgrounds? How did you start SuperBros?
Superbros is the partnership of two directors who became friends here in the UK with two slightly different creative backgrounds that join one big chain of skills and experience.
We have quite a few collaborators that help us out in the different fields required. Luca is more geared to corporate projects and campaigns (he's been involved in campaigns for Nick Cave, Pet Shop Boys, Lenny Kravitz, Die Antwoord, Maya Jane Coles, Jon Hopkins and Prince to name a few) while I have been working more on installation and live shows. Both of us worked in the music industry for the past 10 years.
You’ve done a lot of animation projects in the past. Is Qube one of the first times you’ve been asked to create such an impressive physical structure?
The love for animation brought us here. I personally got into A/V shows after seeing the 10 year anniversary of Ninja Tunes in Bologna in 2001. Matt Black duo Coldcut came in to present their VJ software called VJamm and did an incredible A/V set in the night. I couldn't actually believe that I could make a living out of it when I moved to London five years later.
Previously, I worked with a few companies doing installations and A/V shows with bigger crews. I worked as an art director and designer for the live shows of Deadmau5, Pendulum, Avicii, Pet Shop Boys, Chase and Status, Eric Prydz and Sub Focus. Working with Treatment and Immersive trained me to the point where we can actually handle big projects by ourselves. I am very grateful to these companies for the knowledge I received.
So we knew what we were doing when asked to do the Qube installation. But certainly it’s one of the biggest challenges and the best designs we have ever produced, the installation works very well just with the LED lights on its own and no projection.
How does the lineup influence the visual content of the project?
It’s key to play focused visual content during the night. Obviously artists have different styles that influence the chosen visual content to play. We try to create a built up atmosphere in the club that gives a specific style for the night. We accomplish this by working closely with the club's art directors and promoters.
Why do you think Dance music is so readily complimented by visual effects?
This is a good question. We do think they go together and an incredible DJ set looks more complete with its own visuals accompanying. We believe when you see a band playing you see them performing - the guitarist plays guitar, singer sings and dances, and drummer plays the drums - and this is a sort of extra entertainment that pleases your eyes.
In electronic music the performer is quite often hidden behind the decks. Visuals make up for this. When I studied Cinema I learned that production is 50% visual and 50% audio, and if you have great sound design and music in your movie it will look better.
I believe this applies to electronic music live shows as well. If you have great visuals the music will sound better!
What other projects do you have in the pipeline?
We have a couple of corporate projects and music videos in the pipeline, all within the music industry. There are some cool people that got in touch to do a big installation, and they are also among our favourite producers right now, so fingers crossed.
Make sure you check out the Superbros website and their Facebook. For more information about the Qube Project, click here.