Hypefest | 2018
Approximately 200,000 square feet of the Brooklyn Navy Yard was transformed into the two-day sponsored Hypefest, a retail, music, and art festival. 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 multi-functional cellular framework was dynamic in both plan and section. The 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.
Production: Something Special Studios
Fabrication: Production Glue