Muse is an experimental design project studying the musical perception of human through three installation experiences. People are encouraged to interact with the installations and explore the music visually with their own perception. We try to understand how people understand music here.

The name ‘Muse’ is taken from the inspiration of Greek mythology. The Greek goddesses of art & music are the Muses. They are known as one entity, though there are actually 9 of them and each is unique in their own way. It resonances with the concept of perception as perception could be understood universally to some extent, though still unique among each of us.

BackgroundSurviving indie music in Hong Kong is tough. The local policy does not provide support for performance venues. Indie musicians believe live houses or festivals are the only way to gain exposure. Meanwhile, they perceive the lack of opportunity to perform affects their career. Therefore, Vans as an important icon to street culture took this opportunity to connect the brand with independent music street performances.ObjectiveTo help unestablished indie musicians in Hong Kong to expand their fanbase StrategyGet 'startup' indie musicians Who think music is doom in HK To perform more outdoor By telling them stages and audience are anywhere MechanicsIn this campaign, Vans transforms various street walls into the performance stages and invites indie musicians to perform in the public. Indie musicians can scan the wall to check-in, and the walls would link to the online platforms so that audience can connect to the indie musicians’ Spotify and listen to their music.