CITI

GLOBAL CITIZEN FESTIVAL

Set Design | Art Direction | Event Production

Picture this, Sicily 1919... no wait, that's a different story.

Picture this, NYC 2019, you’re tasked with creating designs for 4 separate event spaces that incorporate Citi's modern brand, Global Citizen Festival’s socially impactful brand, & Citi's No Kid Hungry, #SeeHerHearHer, & Citibike initiatives. The spaces should be engaging but not distracting, stand out but blend in, & unique but tell the same story. All while staying within the guidelines of the festival & the NYC parks department. Where do you start?

Well, you start by utilizing Citi's partnership with legendary street artist Queen Andrea & you get to designing spaces that are entertaining & empowering!

INSPIRATION

Working with the team at SoHo Experiential I lead the design process & brought these spaces to fruition. There were 4 key points to keep in mind while developing these spaces: feature Queen Andrea's artwork, make the spaces functional, keep the spaces open, & tie them all together. Using inspiration from staircase street art, LED lit framework, & modern boxwood structures we started putting ideas to paper.

DEVELOPMENT

Each activation space would have a custom created Queen Andrea art piece that highlights Global Citizen Festival & Citi's initiatives.

The two General Admission spaces would feature a photo opportunity with Citibikes. The Premier space would highlight No Kid Hungry while allowing guests to donate & receive swag. The Ultimate VIP space would include a tiered viewing platform so guests could relax & enjoy refreshments while still taking in the show.

All of these spaces would be tied together using an inset LED lit white framework to keep the spaces open & the juxtaposition of neon branding on geometric boxwoods.