Walmart

I joined the team at Giant Spoon to tackle Walmart’s sponsorship of Rock the Bells in 2023, celebrating the 50th anniversary of hip-hop. This project was a challenge for a number of reasons, the first of which involved a 36-hour load-in and load-out in the exceptionally tight Forest Hills Stadium — for a festival with over 50 acts in a single day — which created significant constraints on design and build options. The second involved finding a balance between the Walmart brand and their hopes and dreams for representing the deep culture around New York City hip-hop. This event was part of Walmart’s larger Black & Unlimited campaign featuring black makers and creators, and the experience featured five interactive touchpoints to experience each maker and creator’s offerings, all while getting a bit of a break from the festival stage.

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Team: Giant Spoon
Creative Direction: Olivia-Jene Fagon, Monica Herman
Design Direction: Kristina Soteri
Design: Lauren Espeseth, Hansa Hatrote
Production: Savannah Griffith
Fabrication: Bednark