EDC

Color & Light

Nature holds a wealth of color.

Vivid sunsets light up the sky before giving way to the cool, blue light of the moon.  In the garden, deep purple morning glories can grow alongside bright, white lilies.  

Los Angeles based artist Maggie West celebrates nature’s chromatic range while blending each specimen with colored light. Through her lens, she creates images that capture the natural features of the plants while bathing them in a surreal light; thereby blurring the line between documentation and fantasy.

Utilizing various mediums, West continually brings her vivid artwork to life beyond the computer, creating innovative physical exhibits that transport the viewer to another world.

In 2023 West created Eden, one of the world’s largest 3D color photography installations for the Coachella Music Festival.  To create the installation, West photographed a variety of plants, each in two color schemes: warm and cool. All color for the photos was created with lighting, not post production. 

West’s photographs of flowers and plants were then reproduced onto 20 steel structures, each covered with wood and vinyl.  Each piece of the installation ranges from 6 to 56 feet tall.  

The installation exhibited West’s dynamic coloring abilities by allowing viewers to experience completely different compositions depending on what side of the installation they were on. One side of the installation features the plants photographed in cool tones (shades of blue, violet and teal) while the other side presented a warmer palette (shades of magenta, peach and gold).

After dark, Eden transforms from a static photo exhibit to an ethereal light show. Throughout the night, the installation radiates vivid animations highlighting the natural features of each plant.

To create Eden’s nighttime look, West worked with a team of animators to create visual effects based on illumination in nature.  Looks were inspired by natural phenomena like lighting, bioluminescent plankton, lava, fireflies and more.

While many projection shows take place on blank white canvases, Eden uses this technology to enhance already vibrant imagery - creating an exhibit that is equally engaging day or night.

In addition to her sculptural work, West has also created a number of other immersive environments using digital media and vinyl application.  Her curiosity for the natural world is mirrored in her interest in new artistic mediums.

There’s something new growing in Daisy Fields.

Working together with Insomniac, Los Angeles based artist Maggie West will create an exhibit that is equally engaging from across the festival and up close.  This installation is a multi-sensory experience which blends surreal, fantasy aesthetics with larger than life photography to add to the lush, vibrant atmosphere of Daisy Fields.

After entering the exhibit, guests will emerge inside an animated botanical dreamscape.  Working with a team of animators, West will create an engaging projection mapped visual show that creates lasting memories long after the festival has ended.

Exterior Design

Real flowers, surreal colors.

The exterior of the installation will combine dozens of West’s colorful floral photos to create a surreal, beautiful landscape of a daisy field. This vibrant structure will add to the peaceful, serene atmosphere of Daisy Fields while providing an easy landmark that visitors can find their friends at.

The outer walls of the exhibit will consist of wooden panels and CNC cut-outs covered in vinyl prints of West’s floral photography.  The tented structure could be created out of metal rebar, truss or other materials Insomniac regularly uses in the EDC setup.

The floral design would wrap around all four sides of the structure; creating a dynamic composition from every angle.  After dark, the installation will be lit up with color changing can lighting to highlight the designs and compliment the stage shows.

Fabrication Examples

Interior Design

Transporting visitors to a fantasy realm through moving, ethereal landscapes.

Once inside the exhibit, guest’s will be transported from the festival into vibrant, surreal floral fields.  By using animation and projection mapping techniques, West will transform the interior scenic landscapes into a dynamic moving experience.

The interior will combine a West’s colorful photographs into a vivid, sprawling terrains on either side of a walking path.  These landscapes will be created by combining layers of scenic flats, each made from wood panels, metal supports and vinyl prints. 

Prior to the exhibit, West will work with a team of animators to create a dynamic animated show that will take place on top of the vinyl prints.  The team will deliver 5-10 animated effects that will rotate for 1 minute intervals, creating a unique experience that changes throughout the evening.  By combining a number of different effects, we can ensure that each visitor's trip through the installation is unique and encourage repeated viewing.

Once the scenic flats are created and the animated show is developed, the exhibit can and easily be set up at other festivals for a much lower price point.  Similarly, a soundtrack can be developed and re-used for each event at no additional cost.    

Fabrication Examples

Recycle & Re-use

Using resources in a smart, sustainable way.

One time use, pop-up installations are a waste of resources.  It takes a lot of time and money to create a large-scale build out, and so it only makes sense to create something that can be used for multiple locations and events.

That being said, it is important to also keep visitors engaged.  Keeping this in mind, the installation will be designed in such a way that it can be changed from year to year or as the vinyl wears out.

When creating the photo assets for EDC 2024, West will photograph each piece in a variety of colors, creating an asset catalog that can be used to refresh the interior and exterior as needed. This method was used to create Coachella’s double sided sculpture garden.

For example, the exterior design of the installation for EDC 2024 could feature a cool color palette.  If the vinyl wears out after being exhibited in Las Vegas, Mexico and Orlando (or if Insomniac wants to change the appearance), we could replace the vinyl with the same photos in a warm color palette.  Depending on how the exterior is built, we may even be able to rearrange the floral parts, creating an entirely new composition out of last year’s build out.

This way we are able to re-use the physical parts of the installation while providing a new experience for users each year.

Making Memories

Creating a serene, immersive moment inside a hectic environment.

By combining mediums of photography, projection mapping and physical room design, West and Insomniac can create an experience that stays with visitors long after the festival has ended.  

Between the crowds, the music and the larger-than-life stage shows, EDC can be a really stimulating environment.  West’s experiential installation offers guests a chance to slow down and appreciate the beauty of the natural world in a serene, ethereal environment.

Thanks For Reading!

Contact Information

Maggie@maggiewest.co

Alan.Smith@caa.com