Wellington, New Zealand
Apple Tree is a conceptual design of a 3D printed stage for outdoor electronic music festivals. It was developed during the course Brand & Identity at Victoria University of Wellington, New Zealand. The goal of the course was to explore New Zealand’s position in the global context of design, by combining a New Zealand-developed technology and characteristics of New Zealand’s culture or commodities and applying those in the context of an international brand: in this case Apple.
Apple Tree utilizes New Zealands leading position in the development of bio-based 3D printing, and places this in the context of New Zealands deep relationship with its nature. The project investigates whether bio-based 3D printing can diminish the ecological impact of outdoor music festivals, while at the same time offering opportunities to innovate in the way these festivals are experienced. The final proposal combines all the insights and places them in line with Apple’s brand values.