ART OF FAILURE

Pop-Up Gallery Exhibition

THE ASK

Daniel Lubetzky's decided to launch his Build or Break podcast with "artifacts" that symbolized failures by some of his most famous guests. We were to bring these pieces from the likes of Matthew Mcconaughey, Jason Alexander, Danny Meyer and many more into gallery style works of art.

Daniel Lubetzky smiling beside a pedestal stacked with sun-dried tomato spread jars, in front of an archival photo of a young entrepreneur holding the product in a grocery aisle.

Daniel Lubetzky, Andrew Yang and guest posing in front of a red and green

STRATEGY

We studied both the person donating and their story to create individual moments to tell their stories. Each persons "artifact" was crafted to truly convey the story behind these pivotal moments in their life. We worked together with This Will Be Good for a collaboration to check all of Lubetzky and teams hopes for this activation.

THE EXPERIENCE

For three days in SoHo, guests explored 14 artifacts, from Daniel Lubetzky's cracked tomato paste jars to Matthew McConaughey's runner-up pageant photo and Kendra Scott's first hat shop. Starting with a star studded VIP party, we hosted hundreds of VIP's and guests as we opened it up to the public.

Two guests taking a selfie beside the Art of Failure exhibit introduction text, with Build or Break tote bags behind them.

A crowd of guests filling the Art of Failure gallery on opening night, with framed artifacts and the exhibit title wall in view.

RESULTS

We delivered a true gallery experience, from build-out to an audio tour that walked guests through every artifact. The pop-up drew many visitors and earned natinoal coverage in outlets including Variety and CNBC, raising awareness for Build or Break well beyond SoHo.

14

Artifacts

8+

Press Features