During my initial research phase, I looked into the nature of outdoor music festivals and how far they have progressed since their conception. My research revealed that festivals have shifted from being music centric to focusing on the overarching festival experience. This means that people no longer go to music festivals for the music alone but the attractions, activities and festive atmosphere, it is a full-on cultural experience hence the name Kult. I looked into how an individual can have an immersive experience and the results revealed you need to engage most of the human senses, touch, sight, smell, taste and hearing. This is a major hurdle for most event organisers with overcrowding in one area, the main stage, being mostly an uncomfortable area during festivals, the expense of booking headliners as the main feature of the festival leaving little to invest in other festival attractions and displays to enhance the experience.

Kult is a one-day outdoor event that includes various art displays using modern projection technology to get the audience immersed in the experience. The event will have no stages but will include music throughout the venue so the art becomes a centrepiece and talking point to give people their personal space with room to socialize. The campaign needs to communicate a surreal, artistic and vibrant atmosphere, so I looked for references that relate to the idea. I moved on to sketch layout options and how the different elements could live harmoniously on the poster.