Festivalgoers will be taken to another continent at this year’s Longitude, with Heineken creating a Tokyo-inspired experience on site.
Heineken Sound Atlas Tokyo will bring together a combination of unique staging, music, food and experiences at Marlay Park, where Longitude will take place from July 17th to 19th.
The installation is inspired by a no-dancing law introduced to Tokyo in 1948, which prohibited dancing in small venues and clubs after midnight.
This inspired an underground movement as thousands of people throughout the city came together, determined to dance. The Fueiho No-Dancing Law was overturned in June 2015 after 67 years – marking the end of an era in Tokyo’s unconventional party scene.
The Sound Atlas structure has been custom-built for the festival and will include a Japanese-style Izakaya, a noodle bar, a ping-pong tournament and, of course, karaoke, to ensure festival-goers get a full, authentic Tokyo experience over the three-day event.
Key players in Tokyo’s vibrant music scene such as Irishman, Shortie and producers, HVNS, Sauce 81 and Dazzle Drums have collaborated with Heineken’s Irish music team and the brand will also be releasing a short film that documents Tokyo’s music scene through interviews, visuals and cityscapes from the music heartland of Japan’s capital.
This is the third installation of a city series, which includes Berlin and Brooklyn.
In the lead up to the festival, the two minute film will be released on Heineken’s Facebook and Twitter pages, giving festival hungry fans an insight into what to expect.
“Berlin and Brooklyn were an incredible start to Heineken Sound Atlas last year and this time around, we wanted to ensure that the platform grew to continually offer music fans incredible live music experiences,” said Jo Donnellan, Sponsorship Brand Manager at Heineken Ireland.
“We had dozens of scenes we wanted to explore but there was something about the creative culture of Tokyo that drew us to Japan. We think the Tokyo experience will really enrich festival-goers experiences and open their world a little.”
Music fans can join in the conversation by following @Heineken_IE and by searching #SoundAtlas for exclusive behind the scenes content, live festival updates and prize giveaways.
