POP-UP EXPERIENCE DESIGN
MY JOB: Experiential Creative Direction
LOCATION: Los Angeles
TLDR: The Recording Academy came to us to create the theme and build the experience for the 2024 GRAMMY House three-day pop-up. We gave them a garden of light and sound that delighted the senses, cultivated community, and sparked excitement and participation.
The longer version: Taking place in the three days leading up to the GRAMMYs award show, our invite-only event served as a networking and celebration space for Recording Academy members, award nominees, emerging artists, and press. The theme we developed was called Back to the Garden. We invited guests to step into a garden of light and sound. Here, our goal was to cultivate community and creativity, to create a magical space where we could all grow together. In addition, the GRAMMY House 2024: Back to the Garden event shared The Recording Academy story, showing how the initiatives they fund support the musical garden we’re growing together.
Each morning started with a Greenhouse Session, which was a coffee & collab hour for members, nominees, and creators. Thursday was filled with panels, including A Celebration of Women in the Mix, the Growing Wild: Independent Music Panel, and Beats & Blooms: Emerging Artist Showcase. Friday’s daytime programming focused on a couple of masterclass sessions for GRAMMY U participants, while Friday evening was our big event: the 3rd Annual #GRAMMYsNextGen Party and red carpet. Saturday concluded our programming with a Best New Artist Spotlight, #GRAMMYsNextGen ambassador brunch, and Academy Proud: A celebration of LGBTQIA+ Voices.
