In 2016, the National Music Centre opened the doors to its brand new, state-of-the-art facility in Calgary, Alberta and officially become “the home for music in Canada.” Prior to that, they began fundraising in Calgary to support the artists and programs that were already well underway.
The inaugural fundraising gala had us embracing an atypical venue in an off-the-beaten-path location – which translated into Uniquities, an architectural salvage warehouse in the heart of Calgary’s oldest neighbourhood. The event brand was developed using a series of instruments and vibrant paint colours to represent music exploding out of them, thus the aptly named “Out Loud Gala” was created.
Utilizing the salvage materials in Uniquities, we juxtaposed super-modern string art installations depicting “what sound looks like” against crumbling 15th century castle walls. The rewards of using this unique space far outweighed the multiple logistical challenges our team faced. To maximize space, 50% of the inventory was removed and placed into strategically situated shipping containers, providing a graphically enhanced entryway while all remaining product was used in an innovative smattering of food stations, custom cocktail bars, and furniture-turned-stages.
The industrial entrance included an open-air orchestra, pink carpet, and Marshall speaker stacks creating the step and repeat wall. A journey inside through the four colour enhanced spaces included musical performances, while the inclusion of historic NMC collections connected guests with the rich musical landscape of our great country, all while experimental bites & cocktails tested their palates and delighted their senses.
Continuing outside, an eclectic garden led guests to the main tent where off-the-cuff main stage workshops allowed guests to engage with entertainers and enjoy our beautiful autumn weather. In the end, 600 of the National Music Centres closest friends and supporters (including one Johnny Reid) gathered to celebrate music at an evening that left them with a greater understanding of this incredible art – past, present, and future.
