Art Direction
& Editorial
fever ray
As an Art Direction team, we created what would be the tour of her latest album, starting from the conceptual to the realization of the stages, clothing, location, duration, show, and tour in general.
Creative Book
Concept:
Grotesk Enchantment
The visual aspect of Fever Ray is the opposite of a constant, its visual aesthetic does change. One of the creators responsible for this magical world Fever Ray is the Swedish designer Martin Falck, who on this occasion recreates an enhanced version of the aesthetics of the eighties artist, Leigh Bowery.
Nature involved with everyday elements
The Draugr Routine World Tour is the most recent by Swedish group Fever Ray, in support of their latest album, Radical Romantics (2023).
The production and artistic direction of the tour are heavily inclined towards a grotesque and theatrical aesthetic. By reinterpreting everyday elements in extravagant ways with the use of artistic installations and technological resources, the ordinary is transformed into something extraordinary.
The performative content is based on everyday rituals and the Nordic legend of the Draugr who are marginal, dissatisfied, and unpopular souls who emerge to disturb the living, being able to change their physical form.
This dichotomy is represented throughout the visual and narrative content of the World Tour through the play and distortion of certain visual terms that we recognize as routine, transforming them into a grotesque fantasy.
Through challenging and redefining established social rules, a safe place is created for those who feel they have no place in the world. A niche show that elevates all performers, capturing and sharing the deep world of Fever Ray, in our simple world.
Naming:
The draugr routine
Draugr skin and everyday clothing
All the selected garments for showgirls and musicians are part of the old archives of the following brands; Viktor & Wolf, Thom Brown, and Marine Serre.
In this collection, all the fittings have a mesh that covers the entire body, thus complementing the draugr skin of Fever Ray.
On the other hand, all the elements that are added above the body within the collection represent the four elements of nature and their colors; water, air, earth, and fire thus granting the ritualistic element of the concept.
ACADEMIC - Elisava School of Design & Engineering, 2023
Design & Art Direction: Alda Barbato - Paula Climent - Sandra Patón - Bárbara Fenzo
Editorial: Bárbara Fenzo
Stylism: Paula Climent
Illustration: Damian Castro