The Spirit House – Gorillaz x Sonos

The Spirit House album launch Amsterdam

The Spirit House was organized as a promotional event for the Gorillaz’s latest album, Spirit House, and part of their World Tour. In De School, a former school which turned into the hottest club in Amsterdam, Sonos and Gorillaz organised a pop-up experience with a link to the already existing Gorillaz app. In this interactive installation the living spaces from the band on the app came to life.

Giving the fans the opportunity to physically enter the virtual world of Gorillaz. Each room was precisely reconstructed to enable visitors to walk through the interactive experience room by room. At the end of the tour of the Gorillaz’s “home”, attendees were guided into a projection room, where a film was presented using the Sonos Playbase, the then newest home-cinema sound system.

On behalf of Backbone International A LOT provided all the styling, decor and the props to recreate the living space from the Gorillaz’s App in every detail. This ended up being an intense search to find the matching items which were seen on the app like American cereal boxes to dirty tableware, specific posters with a vintage look and best look-alike lounge chairs in every room, including a vintage Eames chair. Finding a legal cannabis plant appeared to be impossible and was replaced with a similar looking legal plant, the Hibiscus Cannabinus. A fun project to mix the virtual and physical world together.