Bhutipunthu D.Konstanz D.Mahidol University2023-09-212023-09-212023-01-01Visual Communication (2023)14703572https://repository.li.mahidol.ac.th/handle/20.500.14594/90102Today, as arts organizations, including philharmonic orchestras, look for new ways to engage their patrons and attract new audiences, the use of new media can enhance experiences at arts venues and events such as concerts, and can lead to greater appreciation of art forms that are sometimes considered outmoded and staid. This study focuses on the search for an appropriate approach, design process and implementation of new media design for symphonic orchestra performance. The case study examines the integration of new media for the Thailand Philharmonic Orchestra’s live performance of The Rite of Spring, an early 20th-century avant-garde masterpiece composed by Igor Stravinsky. Motion graphics and AR technology were utilized to bring hand-drawn and painted elements inspired by the music and Russian folk art to life.Social SciencesArticleSCOPUS10.1177/147035722311897522-s2.0-8517085275717413214