A sense of place: Creating connections (Part 2)
Discover the inspiration behind our HIX 2024 campaign as our director, Sam Samuels, shares more about his personal connection to music.
As a teen, most of my listening took place in my bedroom, with my prized separates (Sony had won my brand loyalty) keeping me entertained for hours. I consumed everything I could relating to these albums, reading the lyrics, looking up to see who was on the production team, hungry for all of the details.
The Japanese-made kit was core to my listening experience - this occurred to me as we began to make plans for our campaign at this year’s HIX event. The inspiration came from a conversation about Jazz kissa - originally unique to Japan, they first emerged in the 1920s as cafés focussed on playing recorded jazz as part of a wider enthusiasm for Western culture. The concept has evolved and now these listening bars are found all over the world, bringing together music, people and place. No longer dedicated solely to the appreciation of jazz, they remain a haven for music lovers seeking a deeper, more sensory connection with their social environment.
Although we're not aiming to recreate a Jazz kissa, our stand has been heavily influenced by my interest in them. A sense of place is inescapable in music - from the focused listening of a kissa to a bedroom, hotel room or tour bus, they are all places to listen to music and to write music. I love that George Michael wrote Careless Whisper on the very same 142 bus route that I travelled as a teen - proof that you can find inspiration anywhere.
Our HIX playlist has been curated by members of the team, partners and suppliers - we’ll be listening to music that means something to us all. Not forgetting that this is a design-led event, we’ll be showcasing album covers which capture the artist in a portrait. Artwork like this is powerful and personal - the direct gaze down the camera can be arresting, unsettling or indeed comforting but the portrait of an individual makes an impact and anchors a sense of place.
Each of these albums reminds us of a certain place and time, with a similar emotional and psychological attachment that we develop towards particular locations or settings. Both influence our identity, values and behaviours and both foster nostalgia and a deep sense of belonging.
Our space at HIX 2024 will spark different sensory circuits - we hope that you feel this when visiting our stand and that it will be a place that stays with you long after you leave.
We’re currently working on our campaign for this year’s HIX Event - while we’re keeping the details under wraps for now, we can say that it’s driven by our love of music.
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Photos by Unsplash. Jazz kissa images by Guwashi999.
