IMG Endeavor
Immersive Arts & Culture
2022
Hall des
Lumières
Inside a landmark Beaux-Arts bank in Lower Manhattan, I helped develop and launch Hall des Lumières, a permanent destination for immersive digital art in New York.
As a Designer on IMG Endeavor’s B2C Events team, I helped lead the identity’s development and define how it appeared in the world. I carried the system across out-of-home, print, social, digital, motion, onsite materials, and audience programming for the inaugural exhibition, Gustav Klimt: Gold in Motion.
- Role
- Designer
- Organization
- IMG Endeavor
- Location
- New York City
- Scope
- Identity development, campaign, OOH, print, social, digital, motion, programming
Let the art
fill the room.
The identity needed to feel elevated without competing with the work on view. A restrained system of typography, color, and composition gave Hall des Lumières a distinct cultural presence while leaving space for the scale, movement, and color of each exhibition.
For the opening campaign, that balance allowed Klimt’s imagery to remain immediate and expressive across everything from a city-facing billboard to a social post or printed invitation.
A new cultural
landmark.
Hall des Lumières paired contemporary projection technology with the architecture of the former Emigrant Industrial Savings Bank. The brand had to connect those two worlds, presenting an experience that felt both new to the city and worthy of its historic setting.
Across the launch, the system established the venue as a permanent, premium destination rather than a temporary spectacle.
Built for
discovery.
The launch system also had to welcome different audiences into the experience. I helped develop a before-hours family program and Klimt-inspired coloring materials, extending the exhibition beyond promotion into a more participatory encounter.
Together, the campaign and programming created a flexible foundation that could introduce Hall des Lumières, support its first exhibition, and continue representing the venue beyond opening day.