Fendi’s new digital platform, “F is for…” launched in New York to a targeted audience of millennial music and fashion lovers. My Beautiful City collaborated with Boiler Room as lead creative consultants and event producers to curate a night of interactive art and music — the first in a global series hosted by the Italian luxury brand.
In classic Boiler Room style, the DJ booth was set up centrally, encouraging guests to surround it, embracing the concept of cross-pollination. Guests became part of the performance broadcast to Millennials around the world.
In celebration of Fendi’s enduring relationship with film, guests were invited into a film studio, becoming part of an oversized film set with cameras, lights, and green screen, captured on camera at moments throughout the evening. This created an environment in which everyone became a character within a film, a film later sent out via the F is for… app.
My Beautiful City also created a light installation with moving content displayed within, animating a live experience that served as an interactive pop homage to the Fendi building. Pairing Roman architectural reference with modern minimalism, the installation featured multiple led screens as a backdrop for elevated selfies and editorial-level photography.
The night’s entertainment included Abra, 21 Savage, Lil Uzi Vert, Migos, Keith Ape and DJ sets by Peggy Gou, Jamie Jones, Jenny FTS, and Metro Boomin.