Compared to competitors, Google Play Music was less known. So, we set out to own the conversation at one of New York’s biggest festivals; Panorama.

Introducing the Block, the Google Play Music app recreated as a giant 30-foot tall LED structure that used custom-built software to react to festival happenings in real-time, highlighting how Google combines music preferences with contextual information to deliver the music fans want when they want it.

-Mainstage performances and playlists were echoed visually with dynamic content that moved to the beat.

-When temperatures rose, digital popsicles rained down while ambassadors handed them out.

-At sunset, digital paper lanterns ascended into the sky and disco balls reflected the sunset.

-Following David Bowie’s passing, his albums covered the Block and Arcade Fire performed a moving tribute.

For 75k festival-goers the Block became a part of the Panorama experience and showed what could happen when music gets you.