Given the task of branding bamboo from Alabama's black belt region, we prosed an exhibition at NYC Guggenheim Museum. Our strategy is centered on the notions of sustainability, versatility, creativity, and luxury. In partnering up with local American companies in a wide variety of industries (i.e. automobile, home, fashion) Black Belt Bamboo will be portrayed through a completely new lens. While bamboo is traditionally associated with the tropics, the exhibition will illustrate to visitors that the material can be used in a wide range of products. By taking advantage of the success of an already successful brand, Black Belt Bamboo will be able to make a smooth transition into the American market.
Un[tapped] will be held at the Guggenheim in New York City, which will play an important role in branding Black Belt bamboo. The open atrium of the museum allows us to showcase the structural capacity of Black Belt bamboo inviting visitors to walk up the space. The ramps will act as viewing platforms for the structure, as well as serve as the catwalk for the fashion show affiliated with the exhibition. The tower galleries will feature products ranging from automobile interiors, kitchenettes, furniture, and household products -- all of which showcase the transformative nature of bamboo. Visitors will be encouraged to touch everything so they are able to fully experience the products. The exhibition’s opening will begin with a fashion show during New York Fashion Week and will showcase creative ways of using bamboo textiles through the lends of high-couture all American Designers (i.e. Vera Wang, Tom Ford, Marc Jacobs, Ralph Lauren, and Betsey Johnson).
Partner: Garen Gary