About This Project

A 3-hour AXD workshop at the New World Symphony facilitated the creation of Beer and Brass by providing step-by-step guidance to artists to turn their ideas into interactive prototypes. The design process was streamlined by utilizing the Audience Experience Design (AXD) framework. The teams started by asking a fundamental question: who is the intended audience, and what value are we creating for them?

With the target audience in mind, it was crucial to conceive ideas that held significance for them. Redirecting attention from the artist to the audience is critical for inciting creativity and maintaining a laser-sharp focus on what the audience cherishes rather than what appeals to you as an artist or the designer.

After solidifying the idea, it’s crucial to build a preliminary prototype. This stage is essential in bringing the concept to life. The prototype should be simple, utilizing existing resources. Just like a baby’s first steps, there will likely be mistakes made during this process. However, the most important thing is taking that initial step. Pursuing perfection too soon can slow down progress. There will be plenty of opportunities for fine-tuning and improvement at a later stage.

After it was first conceived, Beer and Brass underwent a series of reinventions. The first live version was held in a 200-person rehearsal hall at the New World Center and was a tremendous success. Unfortunately, with the arrival of the COVID-19 pandemic, the performance was moved online, which opened up more possibilities for innovation. The concept of delivering beer directly to the audience members’ homes was thought up and implemented, as they were unable to buy beer at the venue.