Yellow Studios Collaboration with Done+Dusted On Groundbreaking Set Design Featured in Set Design Magazine
On December 10, 2023, TikTok marked a historic moment with its inaugural global music event, "In the Mix," held at Sloan Park, Arizona. This groundbreaking live music experience, featuring a star-studded lineup including Cardi B, Niall Horan, Anitta, Peso Pluma, and Charlie Puth, showcased an innovative set design by our incredible creative partner and designer, Julio Himede.
Set Design Magazine had the pleasure of catching up with Himede to discuss the creative journey behind his team’s iconic contribution to "In the Mix." Himede and his team, experts in production design, creative direction, and art direction, transformed the live music space for the TikTok era, seamlessly blending the digital and physical realms.
Julio Himede shared insights into their design philosophy: “Fueled by the connectivity of social media and TikTok's ability to bring fans closer to their favorite artists, we positioned the TIK TOK IN THE MIX stage at the center of the arena. This setup crafted a distinctive and fully immersive music experience for both artists and fans.”
Julio Himede emphasized the shift in show design paradigms, stating, “Show design is now seen through the camera lens, and the salience of social media imagery is central to the design process.”
Our work at "In the Mix" reflects a transformative shift in the world of show design. We’re constantly learning to harness the dominance of social media and smartphones, and recognize their impact on audience experiences.
As audiences adapt and gravitate to new forms of entertainment, we too insist upon staying nimble by creating experiences that meet them where they are in their media consumption habits. When TikTok approached our teams with the desire to create its first-ever live event, we became obsessed with the idea of bridging the intimacy of viewing content on a personal phone and the sense of community and energy that comes with attending a large live music event. We owe a lot to Julio and his team for creating the atmosphere for such an endeavor. Congrats to everyone involved!
