Man on stage performing at HYPEFEST with green lighting
Live
Brand Experience

Something Special Studios

HYPEFEST

year
2018
capabilities
Master Planning
Project Development
Show Development & Production
Guest Journey
Design & Engineering
Environmental Design
Graphic Design & Branding
Event Production
Event Logistics & Permitting
Vendor Management
Technical Direction
Asset Coordination
Fabrication
Scenic
Videography & Photography
Production Management
Service & Support

Online men’s contemporary fashion and streetwear brand HYPEBEAST wanted to create a real-world festival experience that encapsulated the brand and gave fans the opportunity to indulge in shopping, art, and music. Partnering with Something Special Studios, TAIT was called upon to help HYPEBEAST turn their vision into reality. The result was a sold-out, two-day cultural phenomenon that brought streetwear, art, and music under one roof.

HYPEFEST booths with attendees
We delivered a stunning space that transformed the Brooklyn Navy Yard into a celebration of modern streetwear culture, filled with A-list celebrities. Travis Scott hung out with Pikachu, Jonah Hill, and Gucci Mane posed for pics, and mingled with fans. Legendary graffiti artists Futura2000 and Stash dropped in for intimate live art performances, while sneaker heads rejoiced in the near-limitless options within the customization labs.
HYPEFEST attendees sitting in pop up booth
HYPEFEST attendees outdoors watching performance

HYPEFEST wasn't just about shopping. It was about building a community. Over 10,000 free tickets vanished within minutes, highlighting the level of anticipation the event had generated. The event also garnered massive media attention, with features in GQ, WWD, VOX, The New York Times, The Guardian, and The FADER. From conceptual art installations to an MCM-wrapped luxury yacht, HYPEFEST totally owned its spot as a premier streetwear event.

HYPEFEST crowd cheering during night time performance with pink lighting
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