Purple Kool-Aid

The spirit of the culture infused with the subtle excess of the disco era.

PROPOSED CLIENT | HOORAE Media
PROPOSED SERVICES | Creative Installation, Custom Fabrication, Environment Design

Objective | To create an intentional space for networking, partnership development, and celebration during the 2024 Essence Festival.

Audience | Attendees working in music, artist management/development, and digital media industries.

Stylistic Requirements | Must consider past use of the brand within experiences. Tones of purple should be used, and the HOORAE brand logo should be visible within the design. The event should feel welcoming, but exclusive - this is a private event within the larger conference.

In brainstorming for this mock event, our team wanted to ensure that we led with the brand as our primary inspiration. At its core, HOORAE is a media company seeking to tell stories that relate to the everyday experiences of black culture. The late sixties and seventies was a vibrant time for this community, marked by lavish excess, experimentation, and fashion. We sought to recreate the vibe of this time by leaning heavily into the disco era for the design elements.

Event Exterior | For the exterior, we landed on a sculptural facade that would include the brand logo as well as an eye-catching entry moment. This custom-built entry point serves as a portal that transports guests to a different time and space.

Photo Moment | A modular photo booth is custom fabricated in plush velvet fabric with a softly backlit HOORAE logo to allow attendees to capture professional quality memories that can be printed instantly or shared virtually.

Environment Design | Some of the key elements of any good party are the music and the ability to make connections with others. We wanted to leave plenty of room within the space plan for dancing and socializing.

We selected lavish art deco inspired furniture and accessories to fill the space. Supple fabrics and interesting shapes allows each piece to have its own moment while keeping with the monochromatic palette.

This type of environment design, while calling on the past, showcases a future where ease of enjoyment and celebration is paramount.

see images below for furniture sections