e=mc2 events | National Music Centre – OUT LOUD Gala
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About This Project

National Music Centre – OUT LOUD Gala 2014


Art Instrument Intallations




% Antique Inventory Moved

We excitedly partnered with the National Music Centre, yet to be opened in Calgary, on it’s inaugural fundraising gala in 2014.


We were tasked with creating an experience for guests that gave them a taste of what walking through the galleries of the National Music Centre will feel like, and to inspire guests to see, hear, feel, and taste music in new ways. 


We creatively strategized with them to create a brand and live experience that perfectly showcased their vision to their varied demographic of supporters.

In 2016, the National Music Centre will open the doors to its brand new, state-of-the-art facility in Calgary, Alberta and officially become “the home for music in Canada.” Until then, they will be fundraising in Calgary to support the artists and programs that are 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. 


Photo Credit: Baden Roth, Don Molyneaux, Stuart Kinnear 

We love to connect the dots and make the events we produce as cohesive and detailed as possible.  In the case of “Out Loud” seeing the event brand, created almost 8 months prior, translated so beautifully and literally at the event via art installations was a breathtaking Whiz Bang experience for us.
The string art pieces depicted what music would look like, connecting more than dots, or string in this case, they connected the overall vision to the space and the guests to the music. 


”e” exceeded our expectations in regards to the planning and execution of our Out Loud Gala. They provided essential support before, during and after the event. Without the team's expertise and professionalism the evening would not have been the success that it was.

Julien Sicard – Development Manager, National Music Centre


Calgary, Alberta

Non Profit