THE WHITNEY MUSEUM OPENS TO THE PUBLIC

MaxMara Boom Boom Room Whitney

THE WHITNEY MUSEUM OPENS TO THE PUBLIC

May 1st marked the long anticipated public opening of the new Whitney Museum of American Art in Manhattan’s Meatpacking District. The museum and its 21,000 works now call 99 Gansevoort Street its new permanent home. The building, designed by famed Italian architect Renzo Piano, includes approximately 50,000 square feet of indoor exhibit space and an additional 13,000 square feet of outdoor exhibit space. Its strong asymmetrical shape mirrors the industrial character of the neighboring buildings and stands prominently on the island’s west side overlooking the High Line.

To celebrate the Museum’s opening, the institution teamed up with the Renzo Piano Design Workshop and Italian design house Max Mara to design a beautiful custom handbag inspired by the new structure.

We have worked with a number of luxury fashion brands to create memorable and cohesive window and store displays throughout the city. Having worked with Max Mara before, we were approached by the London-based company Chameleon Visual, who have been producing distinctive visual concepts for the finest brands for years, to build and install a number of custom pieces for the launch of the Whitney Bag. On the docket: pedestals, cases, vinyl, large-scale lightboxes, neon signs, walls, after-hours installs, and three large-scale models of the Museum. No Problem!


 

Boom Boom Room- Top of The Standard Hotel Private View Party

Our Role: Fabrication and installation of one enclosed display case, and three large-scale models of the New Whitney Museum of American Art. The models, made of medium-density fiberboard (MDF) & Dibond composite, were cut using the CNC machine with v-grooves allowing it to fold into shape. The models were then primed and sprayed with the building’s signature bluish-grey hue.

New Project Whitney Replica

Jody works on the Whitney Museum models in the shop under a heat lamp to seal the primer

 

New Project, Whitney Replica

Frank works on the construction of the Whitney Museum models

 

Boom Boom Room Install

Frank directs the installation of the models and vitrine in the Boom Boom Room overlooking the Whitney Museum 

 

Whitney Bag

Our models alongside the Whitney Bag, overlooking the new Whitney Museum of American Art

 

Detail- Whitney Model

Each angle of the models were precisely cut to mirror Piano’s unique design of the new Whitney Museum 


 

MaxMara Madison Avenue– Whitney Bag Launch

Our Role: Fabrication and installation of lightboxes, neon signs, and bases to display the different style options of the Whitney Bag. This late-night installation took a large crew to finish, and we think the end result is pretty striking.

Max Mara Madison Ave Whiteny Bag

Pat overseeing the installation of the neon MaxMara sign

 

Max Mara Madison Ave Neon Install

Bart & Ben putting on the finishing touches

 

Max Mara Madison Avenue

Dressing the windows at MaxMara Madison Avenue in NYC

 

MaxMara Madison Avenue

Placing the glass over the Whitney Bag

 

Max Mara Storefront

MaxMara Madison Avenue Storefront

 

Madison_Avenue_MaxMara1

MaxMara Madison Avenue Whitney Bag Launch


 

MaxMara: Saks, 5th Avenue Whitney Bag Launch

Our Role: Fabrication and installation of three separate displays in Saks, 5th Avenue.

MaxMara Saks

James loads the vitrines into Saks, 5th Avenue

 

MaxMara Saks

Frank and Kelly set up one of the three displays throughout the store

 

MaxMara Saks

Vinyl application

 

1504_Saks_022_web

MaxMara Whitney Bag Display #1 in Saks, 5th Avenue

 

MaxMara Saks

MaxMara Whitney Bag Display #2 in Saks, 5th Avenue

 

MaxMara Saks

MaxMara Whitney Bag Display #3 in Saks, 5th Avenue


 

MaxMara: Bergdorf Goodman Whitney Bag Launch

Our Role: Fabrication and installation

Whitney Bag- Bergdorf Goodman

Bart places the plexi on the custom vitrine which will showcase the Whitney Bag inside Bergdorf Goodman’s NYC location

 

Whitney Bag- Bergdorf Goodman

The final exhibit inside Bergdorf Goodman’s NYC location.

 

Whitney Bag- Bergdorf Goodman

simple & elegant

 

Credits:

Creative: Chameleon Visual
Production: New Project
Photography: Melvyn Vincent

think & build

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