Art Direction + Installation: Andy Rosenthal
Design + Installation + Additional Art Direction: Aaron Jacob
As Incase's Agency of Record, Graphite also conceptualized, art directed, designed, and implemented multiple product launch installations and events.
For the launch of the Incase for Andy Warhol collection, Graphite went on-location in NYC to create a modern-day, factory-inspired, interactive multimedia space at Openhouse Gallery, located in the heart of Manhattan's Nolita neighborhood.
To create excitement and generate buzz, exclusive silk screened poster invitations were sent out and guerrilla snipes were pasted up in neighborhoods all over the city prior to the event. Then, over the course of three days, the stark white walls and empty spaces inside the gallery were transformed into a playground for the senses—filled with lights, sounds, and a handful of hidden surveillance cameras to ensure everyone in attendance had their "fifteen minutes."
Each surveillance camera feed was projected onto the walls of various rooms alongside projected interpretations of Warhol's most iconic art. The event also featured music performances, a custom product gifting wall, and a photo booth with a live Ustream feed that was captured by a pair of iPhones and featured on Incase's homepage for the duration of the night.
A few months earlier at the Project Space gallery in Los Angeles, CA, Graphite helped Incase celebrate the launch of the Ari Marcopoulos camera bag along with the release of Ari's book, "Now is Forever." Each spread from the book was carefully removed from the binding and hung onto the wall, creating a stunning linear narrative that surrounded Ari's signature camera bag. The event also featured an oversized Xerox reproduction of a photo from "Now is Forever" as well as a projection of a short film directed and shot by Ari.
(Additional Andy Warhol Event Photography by Rodney Williams)