HEMA
The Sintersizer is a music machine that is six meters high by four meters wide and is built completely out of toys. The Sintersizer was on display and in use at HEMA’s flagship store in the heart of Amsterdam for a month leading up to the celebration.
Kids can create their own beats using custom created loops and select samples from famous dutch Sinterklaas songs. From musical teacups to wooden flutes the size of a door, almost everything on the Sintersizer makes a sound. Large cookie-buttons set off different samples, wooden puzzles can be moved to add beats and a giant toy piano doubles as a sequencer.
Commissioned by agency XXS Amsterdam and developed entirely in close collaboration with their creative team. They were looking for a partner that could help realise this concept. Circus Family helped them roll out the idea, design the installation, build the machine and make all the different parts of the machine work together. We worked with decor builders Jelier&Schaaf and musician Valentijn Crouwel. All lights were programmed to match and sync exactly with the music. Circus Family also directed and produced the commercial.
HEMA / XXS Amsterdam
Design Art Direction Scripting Build Film
with Jelier & Schaaf
Circus Family B.V.
Laurierstraat 248
1016 PT Amsterdam
The Netherlands
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+31 20 717 32 24
hello@circusfamily.com
@circusfamily
Circus Family 2019