When you think of the raving experience, creative direction isn’t the first think to come to mind. MindTheGap are the rave collective based in London and Seoul working with artists and creative studios to curate their identify fit for nightlife. In collaboration with artists like Jaewook Shin, Siniša, Hyoungmin Lee, and Studio Tuh, MindTheGap is more than just a party platform.
MindTheGap’s mascot, an original character that goes by ‘M’, was created by artist Saige. Its figure stands like an ice sculpture modelled after Gollum’s cool older brother – bleach blonde spiky hair donning boxing gloves as if his favourite movie is Rocky. Daniel Park is MindTheGap’s founder, organising and curating each party’s theme. He shares, “With every party, we expand on M’s narrative, aiming to create a long-term storyline that evolves alongside our projects.” We see the character in frosted liminal spaces, glossy biomes, and surfing the clouded sky. For MindTheGap’s Tokyo party in late August, M is flailing in free-fall down into the streets of Shibuya.