R&D with Sain Records
- May 10
- 1 min read
CreuTech worked with Wales Millennium Centre and Sain Records on a week-long R&D exploring how immersive storytelling could bring the history of Welsh music to life.
The week acted as a discovery phase, grounding the team in the cultural, political, and historical context surrounding Sain. Early sessions focused on how Welsh language, identity, and activism are deeply connected to the label’s story, making it clear that the music cannot be separated from its wider context.
As the week progressed, the focus shifted from context to experience. The team explored immersive formats, including VR and mixed reality, building a shared understanding of how these stories could be translated into physical and digital environments. Time spent with Sain’s archive, artists, album artwork, and key moments began shaping early creative directions.
The week concluded with a research visit to London to experience large-scale immersive works, providing further context around format, scale, and audience expectations.
By the end of the R&D, the outcome wasn’t a single defined concept, but a clear creative direction, establishing how music, history, and immersive technology could come together as a cohesive experience.