JUNE '22

PROJECT 08

WetLab

IMMERSIVE RAVE

BROOKLYN, NY

THE EXPERIMENT
To build a massive all-night rave incorporating boundary-pushing performers interacting with audience members to deliver (actually) meaningful performances.

THE BRIEF

RTB was hired by experiential production agency The Umbrella NYC to head up the experiential design for WETLAB – a 1,000 person rave at a secret Brooklyn location for NFT NYC. Using Umbrella’s vision for an event that acknowledges the ultra-tech-focused experience of NFT NYC while pushing back with a playful, subversive ad campaign, we designed an experience that brought guests out of Web3 and into the real world – sweat, sex appeal, movement, and music.

Performances were designed to help build the story of WETLAB – an emergency medical protocol activated by localized outbursts of human tech obsession, set off by NFT NYC. This was an event that took the tech conference’s expectations and ran as quickly as possible in the opposite direction. By giving attendees an unforgettable evening of physical contact, in-person activation, and meaningful connection, we created a real-world respite in a sea of cyber overload.