Future / FutureHive / New York
Art, fashion and a place to gather brought Future’s world offstage and onto Wooster Street.
- Location
- SoHo, New York
- Project
- 2016
The opportunity
Give the artist’s world an address.
During Future and Drake’s Summer Sixteen tour, FutureHive gave fans a place to step into the artist’s wider world. The New York boutique joined a gallery, a lounge and a shop in one setting.
The Pop Up Team’s earlier work
The Pop Up Team executed the pop-up through Fancy.com. The work connected the boutique environment, collaborative products and on-site operations. This is the team’s earlier work, before POPUP.
- Artist retail
- Experience production
- Product presentation
- On-site operations
The experience
Make discovery part of the visit.
At 76 Wooster Street, framed portraits, apparel and a lounge made the boutique feel like a connected artist environment. Fans could move between the gallery and collection, with space to spend time inside.
The experience
Bring collaboration into the collection.
Freebandz apparel sat alongside collaborative pieces and selected products from John Varvatos, Moreca, Pintrill and Cease and Desist. Fashion and objects gave the visual identity a place in the retail experience.
The work in motion
Step inside FutureHive.
Future presents FutureHive: original Summer Sixteen New York recap
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Open on YouTube ↗Original FutureHive New York event film, preserved from our earlier case page. The Pop Up Team’s work through Fancy.com, 2016. Watch on YouTube ↗
A closer look
Details of the experience.
The impact
A fan community had a place to gather.
FutureHive turned a tour moment into a physical destination for art, collection discovery and shared fan culture in SoHo.
Contemporary coverage
The story, as it happened.
WWD’s July 2016 feature documented the boutique and spoke with Marcus Howard about creating a fuller fan experience through Fancy. Its coverage connects the space, the collaborators and the original intent.
Project credits
The Pop Up Team’s earlier work, delivered through Fancy.com before POPUP. Future and Freebandz.
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