Gallery Sessions is a new music format from White Horse, Folch Studio and Record Play UK. A concept designed to embrace both music video and studio recording, we have worked with artists such as Aron Piper, Cutemobb, Rigoberta Bandini, Morad, Rojuu, Paula Cendejas, Alizzz & Amaia, emerging talents looking to record an exclusive song (unreleased single, cover, new adhoc production…) in a unique environment. Our fourth wall is the street, bringing the traditional idea of a music studio into the urban fabric itself.
“Gallery was a strategic initiative to project Folch internationally, allowing us to connect with Millennials and Gen Z. Our next strategic move will be in the field of education.”
Rafa Martínez, Founding Partner & Business Development Manager at Folch
“GALLERY is a holistic project and the best exponent of our potential: it is the generation of a brand, it is a business model, it is a platform capable of relating to all kinds of other brands, it is a channel to generate conversations with new audiences, it is music, fashion, a fragmented festival, a stage that connects us with the street and the city, that roams, that discovers talent and that recovers classics… It is the new paradigm, and the new economy.”
Albert Folch, Creative Director & Founder at Folch
“GALLERY is an exercise of what a brand must be in 2021, ever-changing, adaptable, and flexible. From the brand itself to the communication strategy, we are always analyzing and proposing things on the go. We established flexible rules and guides, aiming for them to grow and evolve in the future.”
Nicolás Cevallos, Researcher and Digital Strategist at Folch
Transferable to different window displays around the world, the Gallery is a squared area, set in the main façade of Acid House Barcelona and visible from the street through a tall glass window. Passersby are separated from the artists by just a few metres of glass; a concept particularly relevant and innovative during a time of social distancing. The naming is self-explanatory: a gallery is a space exhibiting visual arts, installations, and music. With this connotation, we had total freedom for experimentation.
A versatile and flexible format designed to continue to break barriers, Gallery aims to form partnerships with other brands who can collaborate with us to generate their own creative content, as seen in the latest Bershka collaboration. Barcelona-based collective, CuteMobb, wearing Bershka’s collection, performed a medley of their latest mixtape “Cute Tapes” at a different site in Poblenou, Barcelona. The collaboration is set to continue with more artists over the coming months.
“From the first moment, our goal was to conceptualize and generate a format that would create a personal bond with the viewer and appeal to a wide audience. To achieve this, we needed to make it both recognizable and exportable, so that many artists could reinterpret it in their own way. “
Pol González Novell, Creative Director at White Horse
The art direction remains simple, letting the artist’s voice and performance take centre stage. In an era of design overload, we opted for a clean, contemporary and complementary look and feel for the physical space. The iconic set, created with a display of sleek white panels, allows artists to generate raw audiovisual content with no special effects, no gimmicks and no distractions. Lighting form Protopixel illuminates the artist in this intimate environment, in contrast to the city outside.
The way Gallery is projected on social media is essential to the brand’s expansion and to reaching relevant audiences. Every audience has different expectations for what they want to see on a social media platform so it is important to adapt and differentiate the type of content to the different networks. The “Gallery” display logo, visible across the different social media platforms and assets, changes texture and form overtime, depending on the artist and genre.
As the project touches upon different cultural avenues -from the city itself to music, art and fashion- it can be viewed from a variety of different press angles, diversifying the coverage it generates. To date, Gallery has been featured across audiovisual, audio and print media, targeting national, international and trade audiences.