On Cloud 9 at Mailbox
You’re invited to take a seat in the cloud gazing arena.
Cloud-Gazing is inspired by Cloudscapes, a beautiful and calming audio piece and installation created by acclaimed artist Lorna Rees of Gobbldegook Theatre.
It is an intimate installation combining clouds and script, set in an outdoor auditorium - a cloud-gazing area. Visitors are encouraged to look up and contemplate the ever changing gallery of the sky, guided by the soothing voice of Lorna.
During the ten-minute audio piece listened to via a QR code, float away as you learn about cloud formation and the troposphere above. The installation is a striking blue structure adorned with clouds. The simple yet bold design is extremely eye-catching, and so also offers a gorgeous selfie point opportunity.
OPUS worked closely with Lorna Rees and Mailbox to create a new version of Cloudspaces which would work for a more transient and commercial multi-use space. We then developed designs with creative fabricators Taylex Group who built and installed the design.
All photos by Verity Milligan
Click the photos to enlarge
OPUS provided:
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Creative direction, event design and all fabrication development;
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Programme producing, providing a line up of Birmingham artists to a bespoke brief of dreamy melodies to carry you into the weekend.
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Artist liaison and contracting and full Production and Event management;
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Stakeholder and landowner liaison, integrating with onsite policies and procedures;
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Graphic design services for hanging banners and printed materials;
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Event Management Plans, including full RAMS and adverse weather planning.
The installation provides a unique form of engagement for the public - it encourages visitors to take ten minutes out of your day and look up, taking in the blue skies above you.
It encouraged mindfulness, reduced stress and boosted creativity by allowing the mind to wander freely.
The act of cloud gazing itself offers a simple yet powerful way to relax and reconnect with nature.
Watching clouds drift and change shape fosters a sense of wonder and can even improve mood by providing a peaceful mental escape from daily routines or digital overload.
Whilst the accompanying audio piece making it easier to unwind and recharge, it was also a tool for learning, as it guided you through the official cloud classification system and what they look like to identify them.
Benefits of cloud gazing
On Cloud 9 was been designed to contribute creatively to placemaking.
It helped differentiate the space from competitors, positioning Mailbox as a vibrant, community-focused destination invested in both cultural activations and the wellbeing of their neighbours and visitors.
It enhanced footfall by attracting visitors through novelty and visual appeal, and encouraged social engagement.
On Cloud 9 created a wholesome memorable experience that invites longer stays and repeat visits - seen especially through regular attendees to the Friday night live music sessions.
It also created opportunity for peripheral programming - for which OPUS programmed - and campaign alignment through offers at bars, cafes and wider tenants on site.