With MidPoint Music Festival
only a couple weeks away, local design firm FRCH
looks to add a new dimension to the upcoming festival experience with a dynamic, interactive project at The Frameshop
The project, Framed at Midpoint, is intended to connect festival attendees by capturing specific moments throughout the weekend, as well as raise money for the Music Resource Center
(MRC), a nonprofit that helps provide youth with musical resources.
The space will include a photo booth, postcard gallery, sculptures made of instruments and a missed-connections space titled You've Been Framed.
"This whole space is serving the function of giving back to our community," says Cristina Ferrari, senior brand strategist for FRCH. "The sculpture is paying homage to [MRC's] mission, which is all about creating opportunities for our youth—teaching life skills through music, providing them with access to instruments, to lessons and actually recording music."
FRCH plans to use pictures uploaded to Instagram with the hashtag "#FramedAtMidpoint" to create postcards that can be purchased for $1 at The Frameshop.
"Anyone could really go and capture a great picture of Midpoint of any part of the experience and we could choose to print that on a postcard and hang it in our gallery," Ferrari says. "It's supposed to be a representation of the whole MidPoint experience."
Festival attendees can create postcard content two ways: either through the photobooth or uploading hashtagged photos. All proceeds will go to MRC.
You've Been Framed allows attendees to leave visual messages for friends—anonymously or not—who will receive a notification to visit The Frameshop via text message. The personalized messages will be displayed in the gallery.
"We want it to be this perpetual 'Tag, you're it'," Ferrari says. "A lot of our inspiration is taking these digital experiences that we've all kind of fallen in love with and [asking], 'How do we take a step back and create a more tactile experience?'"
The team, composed of 15 people, was led by FRCH senior interior designer Elizabeth Price.