Summation for Twitch
Designed an immersive concept shop for a Twitch pop up experience that captured their digital culture.
What is Summation:
Summation is an immersive Twitch pop up experience that strives to capture the digital cultural phenomenon that is Twitch. Twitch has so many die hard fans and members due entirely to all the parts that make up its digital platform. If you removed any of components that comprise Twitch such as; the community, the content creators, chat and the shared real time experiences, then Twitch would have only been a blip on the video streaming world rather than the power house it is today.
Twitch is so much more than a digital platform, it is the reflection of the individuals and their communities, that have given the platform their voice. These individuals, their habits, their voices, their stories, are all interwoven together into an intricate tapestry that covers the entire world.
When viewed at a macro-level, patterns start to emerge from data, photographs, landscapes, crowds, or paintings. I wanted to create a pattern that viewed up close revealed the community within Twitch but at a distance was “just a pattern”.
New York City
New York City is a constant source of inspiration. There is so much to pull from in this city. For this pop up, I pulled the energy, the diversity, the art, fashion, and ability to express yourself in a unique manor.
Twitch has had a program for the last year named Fresh Stocks. This show is dedicated to street fashion, and there is no better place to lean into a street style trend than at a limited time ran pop up experience.
The Design Language:
Black and White
The color palette was kept black and white in order to add to the exclusive feeling experience. Utilizing color in the patterns or any of the collateral started to cheapen the experience, and force our own narrative onto the collateral that was intended to have a broad narrative.
Drawing from the street art in NYC, I created a hand drawn repeating pattern, to be used on the merchandise, in the pop up space, and the invites. Keeping the pattern hand drawn gave the experience a more considered and human feel which counterbalances the software platform nicely.
Inside the pattern, I hid illustrations that eluded to the Twitch community, our platform, the individuals themselves and some of their favorite aspects of the platform. Watching people play scavenger hunt with the pattern was a really fun experience, and brought joy to our visitors.