AHM
Year
- 2023
Client
- Factory People
Discipline
- 2D + 3D Design & Animation
- Project Overview
- Project Details
Crafting motion for an immersive open-air club
Atom Heart Mother (AHM) is a nightlife space in Beirut, known for immersive experiences that blur music, architecture, and performance. The club’s open-air layout and screen-heavy environment create a deeply sensory space.
We were brought in by the Factory People, the team behind the club, to create a set of looping visuals for the club screens, and to think beyond just visuals, towards a system that could extend into other brand touchpoints.
Designed by Carl Gerges Architects, the venue pays tribute to Pink Floyd’s "Atom Heart Mother", with an industrial concrete shell and a cosmic lighting system.
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team
Direction
Factory People
Direction, Design & Animation
Rsquare
team Rsquare
Design & Animation
Nikunj Patel
Raz Gadhiya
Rishabh Gandhi
The Core
One of our strongest directions emerged straight from the architecture, the sweeping wing-like forms of the space. We began treating the AHM building like a futuristic spacecraft embarking on a voyage, and every animation concept flowed from that core narrative. The symmetry built into the architecture naturally carried over into our motion language, appearing as a recurring motif throughout the sequences. Some of the broader concepts can be seen below.
System & Modularity
Most of our explorations were built as part of a modular system. Forms, movements, and compositions can be remixed to create multiple loops that feel distinct, while remaining visually connected. This approach makes the system scalable, new visuals can be created without breaking the overall identity.
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What Comes Next
These loops form a visual language AHM can return to and build on. A flexible toolkit for future nights, future music, and the evolving identity of the space.
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