Beyond the Stage: Crafting the Visual World for "Culinarical 9.0"
Every January, the lights dim at Das Vindobona in Vienna, marking the start of a journey I have been part of for nine years. This year’s premiere on January 13th, "Culinarical 9.0: Over the Rainbow," was perhaps our most ambitious yet.
Under the expert stage direction of Rita Sereinig, this dinner musical show is more than a performance—it is an immersive experience where music, gastronomy, and visual design collide.
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
The Concept: Celebrating Diversity
The theme for version 9.0 was Diversity in all its vibrant forms. With a setlist of 33 popular musical songs, the challenge was to ensure the audience didn't just hear the diversity, but lived within it.
As the Visual Designer, my mission was to create a unique visual universe for every single song. These weren't just "backgrounds"; they were digital set pieces designed to drive the narrative of each individual story, shifting from the intimate and emotional to the grand and explosive.
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
100 Square Meters of Visual Storytelling
To bring this vision to life, we utilized a massive technical setup that transformed the room:
The Centerpiece: A 10x6 meter main LED Wall that served as the primary window into these musical worlds.
The Immersion: Four additional screens—two on each side of the theater—flanked the audience.
By synchronizing the content across all five screens, we achieved a "surround-visual" effect. When the music started, the walls of the theater effectively disappeared, leaving the audience fully immersed in the atmosphere of the song.
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
A Nine-Year Evolution
Creating the visuals for Culinarical has become a personal highlight of my winter season in Vienna. Having worked on this production for nearly a decade, I’ve had the privilege of watching the technology and the creative scope grow. It requires a deep understanding of timing, color theory, and stagecraft to ensure the digital visuals support the live performers without ever overshadowing them.
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
Why Visual Design Matters for Modern Performance
In 2026, audiences expect more than a flat stage. They want to be transported. Whether it’s a musical production like Culinarical or a corporate branding event, the environment dictates the emotion. My work on "Over the Rainbow" is a testament to how custom digital content can turn a "show" into an "experience."
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
©Katharina Schiffl
Are you planning a production that needs a world built around it? From LED wall content to immersive theater visuals, let’s discuss how we can bring your stage to life.
More about my Visual Design HERE
Thanks for reading!
Christian Ariel
