The team at Heineken recently travelled to the thriving Japanese capital, to gain inspiration before bringing the best of the East to revellers at Irish festivals.
At Electric Picnic, 4th to 6th of September, in Stradbally Co Laois, ‘Heineken Sound Atlas’ will return with the next evolvement of Tokyo’s thriving music scene, following a spectacular debut at Longitude Festival in July.
This will be the second year Sound Atlas takes over Electric Picnic, following last year’s massive Brooklyn Block Party.
Here are four things to know about the Sound Atlas, ahead of the country’s biggest music festival.
1. No-Dancing – Fueiho
Fueiho, the No-Dancing Law which prohibited dancing in venues and clubs after midnight, was introduced to Tokyo in 1948. As a result, it inspired an underground movement as thousands of people throughout the city came together, determined to dance.
The Fueiho No-Dancing Law was overturned this summer after 67 years – marking the end of an era in Tokyo’s unconventional party scene.
This liberating movement is what inspired Heineken Sound Atlas Tokyo and will be brought to life on the fields of Stradbally in September.
2. Bigger and better than ever
The Sound Atlas structure has been custom-built for the Electric Picnic Festival and will be a whopping three times the size of its Longitude counterpart.
The structure has evolved to facilitate Tokyo by Night, an experience that will incorporate some of the country’s most energetic DJs, a custom built laser and light show and a host of other surprises for the thousands of guests expected to visit over the three-day festival.
The area will also include a Japanese-style Izakaya noodle bar, a ping pong tournament, a photo booth, viewing platform and, of course, karaoke, offering festival-goers the opportunity to fully immerse themselves in an authentic Tokyo experience.
3. Tokyo X Heineken
Over the last eight months, Heineken’s music team has continuously collaborated with Tokyo’s most influential DJ’s, promoters and creators. Heineken Ireland immersed themselves in the Tokyo music scene to take guidance from key players such as Irishman, Shortie, and producers HVNS, Sauce 81 and Dazzle Drums. Heineken’s Irish music team also explored how spaces like Disk Union, Sound Museum Vision, UC Lounge and Bridge Bar could be brought to life at Electric Picnic.
4. Sound Atlas Tokyo Short Film – Tokyo By Night
The next instalment of the Sound Atlas video series, Tokyo by Night, focuses on how the city comes to life after dark. The video takes viewers on a journey through some of Tokyo’s most impressive nightclubs and party spaces and shows how, despite the no dancing law, the city still dances to its own beat. In the lead up to Electric Picnic, festival-goers can watch the two minute film on Heineken’s Facebook and Twitter pages, giving them a taste of what to expect.