Parker Luchetti Harrington
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Arcade Amerikana at Industry City

An immersive experience at Industry City

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Branding a conceptual art piece


Arcade Amerikana is an immersive experience at Industry City that combines rave culture, cinema and performance art to create a theatrical event specifically crafted for young people who would never ordinarily attend a play.

The Task at Hand
Transform and brand a conceptual art piece, “a visceral investigation into the materiality of images,” into a consumable and attractive night out for the masses.

 
+ Creative Direction
+ Strategy
+ Branding
+ Wayfinding
 

Photo: Josh Aronson

 
 

Arcade Takes Place in The Cube

The Cube is a room in which all four walls are projector screens. From the moment you enter, you’re immersed in 360° video, club lighting, and surround sound.

Performers and audience members move freely around the space, thereby blurring the traditional boundary between stage and seating. Throughout the performance, a VJ manipulates the screens while a DJ live mixes the show to create a fully immersive, club-like atmosphere.

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Photo: Dulcinee DeGuere

Photo: Dulcinee DeGuere

 
 

visual identity system

Arcade is an altered state, one that fundamentally alters your preconceived notions, your concept of stimulation. It allows you to access a new plane. An exposure that cannot, and will not, be explained. 

Create a stand-out visual identity system which exemplifies the unique and artistic form of the piece while playing-up the club-like atmosphere of spaces like Elsewhere, Mood Ring, etc. to attract the cool kids of NYC.

Logo Exploration

 
Enter a new state of presence.
Enter Arcade Amerikana.
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Selection

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Photo: Dulcinee DeGuere

 
 

THE SHOW

 
 
 

THE AFTERS

The Afters are a series of late-night parties that expand the Arcade experience into the night. By selling drinks and collaborating with local musical acts, the Afters cultivate a sense of community that extends beyond the performance alone.

 

Photo: Josh Aronson

Photo: Dulcinee DeGuere

Photo: Josh Aronson

Photo: Josh Aronson

Photo: Josh Aronson

Photo: Josh Aronson

Photo: Josh Aronson

Photo: Josh Aronson

Photo: Josh Aronson

 
 

THE Results

With no paid marketing, Arcade Amerikana SOLD OUT its shows and received substantial organic press placements.

 
 
 
 

Show produced by Lio Mehiel and Russell Kahn with the help of the Howard Gillman Foundation and Industry City. Directed and Conceived by Lio Mehiel. Video Direction by Dulcinee DeGuere. Original Composition by Lucio Westmorland, Experiential Branding by Parker Luchetti Harrington. Devising Ensemble: Emory Campbell, Owen Campbell, Nadira Foster Williams, Simone Grossman, Russell Kahn, Lio Mehiel, Aarron Ricks, Quenton Stuckey.