Creative agency Wieden + Kennedy (W+K)<\/strong> completely lives up to their philosophy of transcending the boundaries of technology and creativity with their latest creation . The LAVA<\/strong> is a new-age interactive app<\/a>, a\u00a0creative platform focusing on pairing music with AR (augmented reality) to produce immersive experiences.\u00a0W+K worked closely with Necessary Explosion<\/strong> on the visuals to reflect the sounds and underlying theme of the album SOS.<\/p>\n

The idea was inspired by the 70’s music scene where browsing through vinyl sleeves and listening to records was the only way to discover music. The LAVA app not only bridges the gap between the 70’s and the new-age music listening style where everything is on your fingertips. Not only is the app an amalgamation of two eras, but it also reflects the impressions of the disco movement with the shiny disco balls and the pop art culture<\/a>.<\/p>\n

<\/a>\u201cNecessary Explosion\u2019s impending vinyl release was the perfect opportunity to experiment with this concept, and to pair the nostalgic pace of the \u201970s with new technology and give it a retro-future twist,\u201d says Anita Fontaine, creative director at W+K Amsterdam\u2019s Department of New Realities. \u201cWith this experience, you engage at the same passive, chill rate you would looking at a sleeve or lava lamp. It\u2019s the future digital vinyl sleeve.”<\/p>\n

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In a statement, musician Necessary Explosion described why the project resonated with him: \u201cVinyl, for me, is the most magical vessel for someone\u2019s music. There\u2019s an incredibly satisfying ritual associated with carefully placing a record on a turntable and, while listening, diving into the liner notes and album artwork that is sort of lost on today\u2019s digital music culture. LAVA is a cool way to update that ritual with technology that makes it more attractive for the mobile generation. That the app still works whether you have the record or not, though, means the artist and the listener can still have a deeper connection, regardless.\u201d<\/p>\n

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The visuals comprises of\u00a0explosions, rainbows, skulls, flowers and surf-inspired waves. Check out a cool preview of the app in action:<\/strong><\/p>\n