Fender Musical Instruments is the world's leading guitar manufacturer.
Overview
Fender is the world's leading guitar manufacturer, especially known for their famous Stratocaster guitar. In 2024, the brand coined it the "Year of the Stratocaster" celebrating 70 years of the iconic guitar. Fender partnered with SCADpro to honor the past and envision the future of the music industry in light of how the Stratocaster shaped the last 70 years.
When it comes to Fender icons, most people think of Hendrix and Zeppelin, and long for the short-lived days of B.B. King on a Strat before he switched over to Gibson. These icons are adored for their hard rock, soul, and individuality.The project resulted in an interactive concert and music making experience to appeal to new generations and leverage new technology.
Project Approach
Audience
Based on Fender’s current audience, we created three categories to showcase who this experience would serve.
Global Advocates
Fans who fuel the musicians and determine what's hot and what's not
Creative Virtuosos
Emerging and established artists that represent legacy and innovation
Industry Pathfinders
Producers, mixers, and talent spotters with connections in the industry
The Essence of the Stratocaster
In order to celebrate the future of Fender and music, we had to appreciate what brought us to this moment—the Stratocaster. Jimmi Hendrix began one of his most famous recordings by messing around on stage with his Strat, and by saying he could see Bob Dylan’s grandmother in the back of the crowd. And Bob Dylan played one of the best live guitar moments ever on a 1964 Three-Tone Sunburst Strat at the Newport Folk Festival. This was what is considered to be the essence of the Stratocaster—innovation that comes from individuality and liveliness from music evokes such a powerful feeling in people that it brings them together and is celebrated years later.
Outcome
The final outcomes were two concept for a physical and digital realm for Fender with initiatives focusing on democratization, globalization, and collaboration. These concepts were known as Catalyst and Stratosphere. We designed innovative music and education venues in three global locations: Detroit; Buenos Aires; and Niger.
Catalyst is an international music experience made up of two parts:
The first phase celebrates regional and international music, offering music listeners the opportunity to experience concerts, musically-themed activations, as well as local vendors.
In the second phase, the space transforms into a resource for the community, whether it be in the form of clinics, or a music education program, or housing for the homeless.
The project expands across three different continents: Africa, North America, and South America.
The locations were selected based on their cultural and musical significance, aligning with Fender’s strategic vision of global brand expansion and community empowerment. While these areas may not represent immediate high-revenue markets, they offer long-term benefits by establishing Fender as a leader in global music culture and advocacy.
The main activation within the Catalyst event is called Stratosphere, a smart studio environment designed to encourage music innovation. The space utilizes technology to enhance musical performance and to support creative exploration. The Stratosphere Smart Studio experience is tailored to each user member according to their needs and expertise.
The space will be accessible to musicians of all kinds and will function on a tier system depending on the users technical skills, and be filled with mixed reality technology, including an LED volume wall, augmented reality features, and AI technology.