Spotify amplified its year-round celebration of Black History with it’s ‘Black History is Now’ campaign inspiring people to discover the music and artists who have defined and continue to define global culture. The campaign culminated in a three-day immersive exhibit-style pop-up in SoHo designed and produced by MATTE. Presenting 16 defining songs and 17 phenomenal women, the press preview and event weekend featured stories curated by music journalist Jewel Wicker, surprise merch drops, interactive elements, panels and performances by 6lack & Masego.
Design elements ranged from a typography photo wall to acrylic merch displays to the soundscapes adding an auditory layer to the immersive experience. Large free standing screens broke down the significance of 16 songs that have shaped Black music while another installation highlighted phenomenal Black women artists whose images were suspended along the ceiling. For each woman featured, a visual arrangement was styled with props and florals representing a single theme related to her career and creative expression.
MATTE also produced an exclusive capsule merch collection featured as giveaways by prominent designers Joe Freshgoods and Jamilla Okubo. A custom lightbox let guests know when they could participate in each drop at the merch counter. Spotify also partnered with Levi’s to bring product customization to the experience, giving guests the opportunity to personalize denim jackets with artist-designed patches.