In 2023, Karta Game Studio developed a Roblox environment for Nicki Minaj’s Gag City album campaign. The project stands out to me as a speculative yet intelligent example of how digital spaces can extend the boundaries of visual communication and branding. What I find most interesting is how the designers translated sound into spatial form, tracks becoming “rooms” within a digital world or metaverse. Translating an auditory experience into an explorable environment challenges conventional distinctions between the virtual and the physical, inviting users to feel music through visual and spatial interaction. For me, Gag City on Roblox demonstrates how immersive media can create new layers of perception, reshaping how audiences interpret brand, sound and space in today’s physical and digital landscape.

Link to Karta’s project description of Gag City on Roblox here.