After spending time in the art world as a curator it became clear there was a ceiling on the traditional gallery model; a new approach was needed, one where creatives across industries could collaborate in a Medici model where brands become patrons of culture. It does not make sense that brands spend so much money to fabricate culture when they could support innovative projects and authentically connect in a more meaningful way. Wallplay was created to make this connection possible.
In the summer of 2013, we transformed the old Sol Moscot building at 118 Orchard into a first-of-its-kind three-story activation site with art billboards, digital screens, pop-up storefront, event space and rooftop for projections. Our ambitious plug & play space has served as a haven for artists and brands to collaborate under one roof.
We have hosted over 40 exhibitions, 30 billboard installations reaching over one billion people and have been able to collaborate with over 35 brands who brought our plug & play concept to life. Some highlights include, Tim & Eric’s Zone Theory book launch when the duo “blessed us” with a group healing session; Wu-Tang’s 20th Anniversary celebration featuring Tom Sachs’ “W” homage piece (courtesy of Gagosian) and our first and last billboard on Delancey with graffiti duo Mint&Serf.
Why do any of us do what we do? We all have an innate need to connect. It is through the work of artists and our experiences with exploring creativity that we are able to fulfill this primal need for connection. Wallplay will continue it’s mission to champion the soul of the artist and help amplify their voice by empowering them to connect with brands in a more meaningful and scalable way.
Wouldn’t it be incredible if we lived in a world where we were not constantly subjected to advertisements? What if we had more access to transformative, artist-made experiences that were funded by the brands that are trying to reach us? What if there was a whole new dynamic that could exist between creatives and corporates?
Let’s make it happen.
Founder of wallplay