AUGUST '19

PROJECT 05

EXPERIENCE GALLERY

BROOKLYN, NY

THE EXPERIMENT
To express a playful sense of care to the lucky few who chanced upon a secret storefront.

Galleria Esperienza

THE BRIEF

RTB transformed a 1,500sf retail storefront on the Lower East Side into a pop-up photography exhibit with a piece of speakeasy performance art behind it. Curious passers-by who chose to enter the exhibit were greeted by a gallery attendant who offered a menu of “Soul Food,” each listed item corresponding to a hidden experience space.

These experiences could be ordered individually or “prix-fixe” and each focused on a different sense of playfulness, designed to express a deep care and attention for audience members.

INGREDIENTS

Expectation

Subversion

Care

Surprise and Play

Communal

Offering