The Hmm @ 4 Locations

The Hmm @ 4 Locations

IMPAKT

The Hmm @ 4 locations was a decentralised event that took place simultaneously at four locations in four provinces in the Netherlands. It was not an event that IMPAKT created, but rather, we hosted one of the physical/decentralized locations along with four other spaces/institutions (Waag in Amsterdam, Nieuwe Instituut in Rotterdam, MU in Eindhoven, and of course, Theatre Berenkuil in Utrecht).

As written by The Hmm, the invitation for the event read:

“The idea for this hybrid format emerged during our conversation with live-ness researcher Esther Hammelburg, who questions the importance of being together in one place in order to create a sense of togetherness. Tonight, we will investigate whether that is really the case. You can attend The Hmm @ 4 locations in Amsterdam, Rotterdam, Utrecht and Eindhoven, and of course you can also follow the event online. Taking the shape of our Hmm fast events, we have invited eight speakers to join us across all four locations. Each location will have two speakers physically present there and the other speakers will be followed via a livestream in each location."

Speakers were present at each location. The event was very rhythmical in order to allot enough time to each speaker; there were strictly timed moments to switch between locations. In addition to the shared decentralized program of the event, each location was diffused with a specially designed fragrance: Hmmosphere was designed by Cesar Majorana. The fragrance was designed to encapsulate the smell of the internet– a scent that was deduced by firstly, collecting organic matter near the Equinic AM3 data center in Amsterdam, and secondly, consulting long-time internauts through surveys.

3. Cultivate Collectivity

The event was inaugurated by diffusing the scent through every location. This acted as a moment to synchronise all the locations. The diffusion of the scent created a shared sensory experience between all the attendees.

4. Create Comfort

Although the decentralised format was experimental, the Hmm has already developed other events with strict time limits on their speakers. Such strict limits are difficult to keep to– but putting the speakers in the hot seat creates a more relaxed atmosphere for the attendees of the event. Furthermore, guests in every location (both physical and online) were able to see what was going on in the other locations through webcam shots in the shared livestream. Providing this kind of overview of the collective experience not only helped emphasise the moment being shared, but also provided a glimpses into the behind-the-scenes that was making the event possible.

5. Contextualise

The event was a collaboration between four different institutions, and held in four big Dutch cities. As such, the event was able to draw guests from all rosters.