Meet Willie Williams, the visionary behind some of the most memorable concert experiences of our time. His journey through the dynamic landscape of concert and show design spans four decades of groundbreaking innovation and transformative experiences. Born from a deep love for music nurtured during the lively punk rock era of the late 1970s United Kingdom, Williams' journey into the world of visual spectacle was anything but typical. Motivated by a passion for creative expression and unending curiosity, he embarked on a path that led him to collaborate with legendary acts like U2, shaping the very fabric of live performances. In an exclusive conversation with STIR, William delves into the heart of his innovative creations, offering a behind-the-scenes look at art and technology that defines modern performances. 

The genesis of Williams' career was rooted in the ethos of punk; a rebellion against the status quo, a celebration of raw energy and an embracing of the DIY spirit. In the dimly lit clubs and smoky pubs of his youth, the visual artist found his canvas, experimenting with rudimentary lighting setups to enhance the live music experience. It was here, amidst the crowds and pulsating rhythms, that the show designer discovered the transformative power of visual storytelling; a power that would become the cornerstone of his illustrious career.

As Williams honed his craft, he found himself drawn to art school bands who shared a passion for visual presentation. Collaborating with these avant-garde musicians provided the production designer the opportunity to refine his skills and explore new creative avenues. It was a symbiotic relationship; the music provided the soundtrack, and the visuals added depth and dimension, each complementing the other in a fluid exchange of expression. 

Williams' diverse inspirations inform his innovative approach to immersive staging. Laurie Anderson, renowned for her innovative approach to live performance and visual art, serves as significant inspiration, particularly during the experimental performance art scene of the early 1980s. Beyond music and performance, he finds inspiration in art exhibitions as well as performance artists, monumental sculpture, and in land art. William admires artists like James Turrell for their mastery of scale, which he seamlessly incorporates into his concert designs. Engaging with varied artistic expressions, he infuses his work with elements of form, temporal dynamics, and a deep appreciation for the interplay between live performance and visual aesthetics. But it was a chance encounter with a young band called U2 that would forever alter the trajectory of Williams' career. Despite knowing little about the band, he was captivated by the energy and unbridled passion of their music. A deep connection was forged and, thus, began a collaboration that would span four decades and redefine the boundaries of production design.

The creative director’s partnership with U2 was founded on mutual trust and a shared commitment to artistic innovation. As the band’s visual architect, he was tasked with bringing their music to life on stage, crafting immersive experiences that transcended mere performance. Together, they pushed the boundaries of what was possible, weaving sound, light, and imagery to create multi-sensory spectacles that captivated audiences around the globe.

Reflecting on the vast catalogue of the band’s performances, Williams highlights two standout shows. One of the defining moments in his career was the U2 360˚ Tour (2009 - 2011), where he transformed stadiums into intimate spaces with innovative architectural elements. It was a testament to Williams' ability to think outside the box and reimagine stagecraft on a grand scale.

However, Williams considers the Experience + Innocence Tour (2015) as the greatest synthesis of performances, visuals, lighting, and sound he has ever witnessed. What set this tour apart was its utilisation of narrative storytelling, elevating the production beyond mere showmanship. Williams emphasises that while the narrative isn’t always necessary when all elements of a performance seamlessly come together to serve a central storyline, the result is nothing short of extraordinary. This integration of narrative into the visual and sonic tapestry of the performance exemplifies the designer’s approach to set design, where every element serves a purpose in conveying a deeper emotional or thematic resonance.

The 'U2: UV Achtung Baby' tour stands as a testament to Williams' mastery of event visualisation, blending cutting-edge technology with storytelling to create an immersive experience unlike any other. The show opens with an impressive sequence that sets the tone for the evening, with the Sphere's massive screen coming to life in a symphony of light and sound. As the music swells and the visuals intensify, audiences are drawn into a kaleidoscopic journey through U2's iconic album, Achtung Baby. From the haunting melodies of One to the electrifying energy of Even Better Than the Real Thing, each song is brought to life in stunning detail, with Williams' visuals serving as the perfect complement to the band's electrifying performance.

But it is not just about spectacle—Williams understands the importance of emotional resonance, of creating moments that resonate with audiences long after the music has faded. Throughout the show, he unifies themes of love, loss, and redemption, crafting a narrative that speaks to the human experience in all its complexity. Whether through intimate close-ups of the band members or sweeping panoramic vistas, Williams' visual art captures the essence of each song. Drawing inspiration from the iconic Zoo TV tour, Williams infused the opening with familiar visual motifs on an unprecedented scale, setting the tone for an exhilarating experience. After the initial spectacle, the show deliberately shifts gears, allowing U2 to take centre stage without the distraction of elaborate visuals. This intentional ebb and flow ensures that the audience remains fully immersed throughout the performance, with each segment serving a distinct purpose within the overall narrative arc.

His collaborations with artists like Es Devlin and Jean Gerard have resulted in groundbreaking visual narratives that push the boundaries of live performance. These collaborations often originated from mutual admiration or the recognition of a particular artist's work aligning with the thematic direction of the shows. For instance, Marco Brambilla's piece for Even Better Than the Real Thing was inspired by a work of his that Williams stumbled upon and immediately felt compelled to incorporate into the show. Similarly, John Gerrard's captivating artworks, such as Western Flag and Flare caught Bono's attention and became integral elements of visual storytelling.

When Bono envisioned making the building disappear during the performance, Industrial Light and Magic stepped in to bring that vision to life with their expertise in visual effects. Regarding internal collaboration dynamics, it's a unique blend of talent and perspectives. With Williams, Devlin, and Rick Lipson from Stufish, each bringing their expertise and vision to the table, they have cultivated a collaborative process that thrives on creative synergy. They have even adopted unconventional methods like creating scrapbooks to map out the narrative journey of their shows, offering a tactile and visual approach to storytelling that transcends traditional design practices.

In navigating the ever-evolving landscape of entertainment technology, Williams emphasises the importance of not conflating equipment with ideas, with STIR. "Understanding the technology was just the beginning," he asserts. "The crux of the matter lay in leveraging it to serve the overarching narrative and storytelling objectives of the show." While technology can certainly enhance creative endeavours, it's ultimately the conceptualisation and execution of ideas that drive innovation in concert and show design.

However, the journey is not without its challenges, as evidenced by the recent criticisms surrounding the Sphere in Las Vegas. While the rejection of the London Sphere plan may have disappointed some, Williams remains pragmatic about the need for thoughtful integration of architectural projects into urban landscapes. He emphasises the importance of ensuring that monumental investments like the Sphere, serve a purpose beyond mere spectacle, acting as public spaces for communal gatherings and cultural exchange.

Summarising his experience with the Sphere project and the Achtung Baby Live tour, Williams humorously described it as akin to "doing a three-legged obstacle course up Mount Everest, blindfolded.” As he continues to push the boundaries of what is possible, Williams remains steadfast in his commitment to creating immersive experiences that transcend the ordinary. With each endeavour, he strives to forge deeper connections with audiences, transporting them on unforgettable journeys. As long as there are hearts to be touched and stories to be told, this show designer will continue to illuminate the world with his creativity and vision.

Tap the cover video to watch Willie Williams in conversation with STIR.