DJ Mehdi x Espionnage x Carhartt WIP
Generative installation
Commissioned by Carhartt WIP and Espionnage, I conceptualized and lead the art direction for an interactive installation at the Hommage à DJ Mehdi event at Paris’s Gaîté Lyrique. This project is a modern evolution of the “spy network” visual I originally designed for the Espion le EP in 2001. Bridging two decades of history, I engineered a participatory experience that allowed a new generation of fans to engage with the label’s aesthetic through a contemporary, generative lens.
clients: Carhartt WIP & Espionnage
event: Hommage à DJ Mehdi concert
location: Gaité Lyrique Paris
app development: H Works
Project background
DJ Mehdi’s Espionnage record label and Carhartt WIP have a had long-standing relationship, notably collaborating on the launch of the label’s 2000 Espion le EP release for which I designed the artwork and promotional assets. The promotional visual for Espion le EP, depicting a spy network, served as the basis for the visuals of this interactive project.
I conceptualized a generative graphic app capable of producing over a million unique visual layouts. Working in direct collaboration with H Works, I architected the UI/UX workflow and provided a library of custom SVG iconography and wireframes. The application allowed users to choose their “code name” and randomize a unique “spy network” visual until satisfied. Upon execution, the system simultaneously dispatched a high-resolution PDF to the on-site print queue and a digital asset to the visitor’s email for immediate social sharing.
The Espionnage randomizer
Video animations illustrating the design process were produced for screening during the installation as well as to promote the event on Carhartt WIP’s social media.
Process animations
Managed in conjunction with Carhartt’s marketing and retail design teams, the installation was a high-traffic physical touchpoint featuring a multi-tablet interface synchronized with a dedicated print station. I contributed to the visual look and feel of the hardware deployment - utilizing dual A2 format printers to provide immediate physical artifacts to visitors. This holistic oversight, from software logic to on-site hardware constraints, ensured a seamless guest journey that resonated across the physical event space and global social channels.
Installation & field management
Unreleased archive imagery I captured for Espionnage in 2001 was showcased in a bespoke edit displayed as part of the installation.