HYPEFEST 2018



LOCATION | BROOKLYN NAVY YARD, NY
TYPE | TWO-DAY RETAIL + MUSIC FESTIVAL
PRODUCTION | SOMETHING SPECIAL STUDIOS
FABRICATION | PRODUCTION GLUE


APPROXIMATELY 200,000 SQUARE FEET OF THE BROOKLYN NAVY YARD WAS TRANSFORMED INTO THE TWO-DAY SPONSORED HYPEFEST, HYPEBEAST’S FIRST EVER FESTIVAL THAT INCLUDED EVERYTHING FROM RETAIL ACTIVATION, PANEL DISCUSSIONS, ART, MUSIC, ETC. A HIGHLY-CURATED LIST OF OVER 50 LEADING GLOBAL CLOTHING COMPANIES WAS FEATURED AND DISPLAYED IN TWO WAREHOUSES ON SITE; DUGGAL GREENHOUSE + AGGER FISH CO.

OFFERING A NEW MODEL FOR THE GENERIC TRUNK SHOW EXPERIENCE, MA-MA DESIGNED A MULTI-TIERED ALUMINUM FRAMEWORK THAT INTEGRATED SIGNAGE, BRAND BOOTHS, AND INTERIOR COURTYARDS, ALLOWING FOR A DYNAMIC VISITOR ENGAGEMENT. THE GOAL WAS TO STRAY AWAY FROM THE TYPICAL CONVENTION CENTER EXPERIENCE, THAT WHICH IS USUALLY VISUALLY OVERSTIMULATING AND THUS RENDERS FATIGUE. INSTEAD, THE MULTI-FUNCTIONAL CELLULAR FRAMEWORK WAS DYNAMIC IN BOTH PLAN AND SECTION, INVITING FESTIVAL-GOERS TO ENGAGE WITH IT IN VARIOUS WAYS.

THE GRID FRAMEWORK SPANNED THE 250 FOOT LENGTH OF ONE WAREHOUSE AND 130 FEET IN THE OTHER, IN PEAKS AND VALLEYS. SIGNAGE WAS AFFIXED TO THE SECOND AND THIRD LEVEL FRAMEWORKS TO ORIENT VISITORS AS A WAY-FINDING TOOL AND PROVIDE A UNIFIED SYSTEM OF DISPLAY FOR THE BRANDS ON EXHIBITION.