The inaugural Worlds Away festival took place Oct. 12 at the Monterey County Fairgrounds in Monterey, Calif.Photo: Captures By Liz
MONTEREY, CALIF.—Technology has been infiltrating music festivals for quite a while now—from Snapchat filters to map apps.
But a new event is aiming to make tech more than just a tool for festivalgoers to use but rather a companion. Think immersive experiences like an AR scavenger hunt, a digital graffiti wall, and virtual merchandise try-ons.
In fact, the organizers of the inaugural Worlds Away festival, sponsored by NEFT Vodka, are setting out to create more of an experience instead of following the usual model.
“We wanted to create a multilayered experience. It wasn’t just about integrating tech into a festival. In fact, we want to move away from the term ‘music festival,’” said festival founder Ro Sahebi.
But of course, music was a big part of the event, which took place Oct. 12 at the Monterey County Fairgrounds in Monterey, Calif. (The venue is considered by many to be the birthplace of the modern festival thanks to the Monterey International Pop Festival in 1967.)
With a focus on electronic music, acts included The Chainsmokers, Tiesto, Lauv, Sam Feldt, and Lost Kings.
“We decided to choose EDM as the genre simply because it is already synonymous with technology. EDM is a form of music that leans on technology and innovation to advance—without it, it doesn't exist,” Sahebi explained. “So when we were presented the opportunity to work with The Chainsmokers and Tiesto, we jumped. What better way to launch the Worlds Away brand than with icons of the genre.”
Attendees were greeted by the Lumina Gardens, which Sahebi said “set the tone on how we wanted to infuse a narrative across the whole fairgrounds.”
There was also a huge walk-through buildout inside one of the buildings that was created in collaboration with the team at Montreal-based company Normal Studio, who are behind "Beyond Van Gogh: The Immersive Experience."
“This year was just a teaser. Next year will be leveled up,” Sahebi said, adding that organizers expect to announce 2025 events in the near future.
AR platform Augmento handled the tech, with installations created by Vita Motus, known for its work with Coachella and Electric Daisy Carnival (EDC). Their influence is obvious; EDC-esque vibes are found throughout the festival.
About 7,400 festivalgoers, or as organizers refer to them, “travelers,” attended the inaugural event.
“The experts all told us this endeavor was a huge mistake. We knew there were going to be mistakes and lessons to learn. But at the end of the day, it's like any other passionate pursuit, you have to wake up every day ready to play the game. Tenacity counts for a lot,” Sahebi said.
Keep scrolling to see more from Worlds Away...
