G-SHOCK MUDMASTER GALLERY
-
As part of my G-Shock collaboration, I was tasked with creating an event to support the launch of the Mudmaster Watch whilst using a collection of my photography. The primary goal was to feature the timepiece alongside large prints within a gallery atmosphere. After many brainstorming sessions with the team, we settled on a multi-tiered event that would take place during Burton’s US Open of Snowboarding Event in Vail, Colorado.
We decided to forgo a traditional gallery location and instead, centered our attention around a deluxe house party. The decision was based on the ability to host more people for a longer period of time, in a comfortable environment, all while showcasing the photography and product in a proper setting.
To complete the objective, Burton and TheGoodLife! squads would handle the house party itself, enlisting the services of the Fat Tire crew at their slope-side winter residence. All three teams would set the tone of the house party with interior design, sound installation, music booking, guest list, catering, and creation of the week-long schedule of gatherings, gaming, and photo show. I would take on the gallery production to build out the presentation space on the property, layout design, handle artwork, and coordinate the contractor team.
After the art selection was finalized and printed, three of the images, along with the tree camo design, were printed onto four hand-built snowboards, thus becoming the presentation focal point. Next up was creating a space within a two-car garage to place the artwork, snowboards, and product. Initially I wanted to cover up the fact that the presentation space was in a garage, but ultimately settled on the idea that it would be another talking point about a proper gallery actually being in a two-car garage, at a house party. Once the space was measured out and materials procured, the walls went up, paint applied, floor wrapped, artwork hung, all in the span of three days.
When opening weekend had concluded and teardown begun, we looked back on the seven days prior with a sense of accomplishment, joy, and delight. Not only were we able to deliver the product launch and photo show, we gave the people a cozy place to relax and unwind after a solid day on the hill and evenings filled with good vibes, artwork, music, and dancing. A million thanks go out to Burton, G-Shock, TheGoodLife!, and Fat Tire for making it happen, and of course everyone that showed up to support us.
-
