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.

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.

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

Selection

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.

THE Results

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