A milestone in Hip Hop history, transcending cultural boundaries and redefining the essence of celebration. Now let’s take it on the road.
Insight: Music is an art form that acts as a time machine. More than most others it’s been proven to transport, rekindle memories, and even awaken people lost in deep stages of dementia. And the story of Hip Hop - a rich narrative built on 5 pillars, distinctly New York in origin - went worldwide, and still provides an unparalleled space to return to.
In partnership with Mass Appeal, The Universal Hip Hop Museum, and Hip Hop 50, we built and programmed a 6-city immersive exhibit of artifacts, integrating talent appearances and throwing incredible parties at each stop.
The exhibit celebrated of the birth of the genre through the early golden age, illuminating key pieces of the culture to tell the story. Our task was to take over 100 artifacts from The Hip Hop Museum, create vignettes and immersive moments to complement, and invite key figures in the genre to host panel discussions and parties, all the while keeping CÎROC in focus as the sponsor and familiar steward of the moment.
We designed a flowing space that invited a wide audience into a visceral experience, walking through an era-by-era representation, surrounded by historic scenes, design tributes to artists, and positioning each memento in situ seamlessly along the way.
Role: Creative Director, NVE Experience Agency for Diageo
Design Director: Curtis Duval
Sr. Art Director: Jeff Dickens
Environmental Artists: Byron Terrell, David Roan
Designers: Brendon James, Allison Long
IAT Partners: Hunter PR, Starpower LLC, Vayner Media