Secret Project at ADE 2021
Since 2018, Insomniac has enlisted and entrusted Production Club to Design, Produce, Show Direct and Operate the stages at Secret Project in Los Angeles. In 2021, this fan favorite festival with it's techno heavy lineup and continuous grooves expanded across continents to the Netherlands. This inaugural Amsterdam edition of Secret Project would be part of ADE. Otherwise known as Amsterdam Dance Event. This city wide music conference has evolved into the annual meeting grounds for the premier promoters, managers, agents, artists, influencers, and audiences in electronic music worldwide. This expanded version of Secret Project, the largest event of the conference, would host 5x stages at TAETS Art & Event Park located on the industrial heritage site De Hembrugterrein, 20,000 square meters of Neo Classical buildings and multipurpose event spaces along the waterfront.
This time around we were tasked with production designing, creative and show direction of the performance stages within these unique industrial venues on site such as: the Black Box, Sanctuary, and the Workshop .The Production Club creative production team, having been familiar with the brand, look, and experience of the former Secret Projects, evolved on those concepts while harnessing and staying true to Insomniac's specific brand and style parameters, and the physical constraints presented in each of these venues to create the ultimate complimentary environment true to each space. Stage One the Main Stage was the ultimate interpretation of this approach, as the stage itself was an LED Triangle with a circular projection surface above, and various circles throughout this massive tent structure that brought the literal brand assets of these shapes representative of the Secret Project art direction into the physical experience, all while utilizing these surfaces as visualizers for variations of the select shapes, art, and color, and the logo EYE that has become synonymous with the festival.
Needless to say, this was a day and night filled with the sounds, grooves, and moods that were the fusion of these progressive artists and the art infused environments that Secret Project creates. A festival filled with joy, and positive energy, lighting and lasers, while audiences danced the day and night away, and sweated out any worries during these special moments that were truly the most transcendent times at ADE...... 'Til next time Secret Project....