Client: Frank Productions - The Sylvee Music Venue

Location: Madison, WI, United States

Completion date: 2018

Project Team

Artist

Mark Schmitz

ZEBRADOG

Artist

Amy Beyler

ZEBRADOG

Artist

Olivia Booth

ZEBRADOG

Artist

Kenneth Casper

ZEBRADOG

Artist

Caroline Altfeather

ZEBRADOG

Artist

Raymond Strong

Trillium LTD

Artist

Dave Babler

ZEBRADOG

Overview

A new 3000-person capacity auditorium was proposed by Frank Productions to be a beacon of musical culture in the Midwest. This new venue required the invention of a name and brand that could be deeply integrated into the space and would express the raw energy of Rock and Roll. Celebrating Madison’s music matriarch, Sylvee Frank, The Sylvee was born. The Sylvee provides an evocative, intimate experience–it’s the place where Madison meets music, and just as important, visitors meet Madison.

Goals

The Frank family moved to WI 1964, the same year the cassette tape was brought to America. To honor the venue's namesake and welcome all into the Madison music family, a cassette tape canvas was painted with Sylvee's image and integrated into the concert space. The art evokes all that it is to be at The Sylvee. The history. The music. The family. The memories. The future of Madison.

Process

ZEBRADOG summoned forth the vintage style of The Sylvee with intricate neon signing, pulsating illuminated logo marks cut into the oxidized skin of the building, and a mural honoring the matriarch of the Frank family, Sylvia Frank, hand painted onto a canvas of over 2,000 cassette tapes contributed by Madison’s local music scene fans. The end result, an incredible portrait of the venue's namesake and matriarch, as well as, a backdrop to the best photo op in the place.