THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!

Yuko Nishikawa for The Brooklyn Home Company

Entered in Integrated Campaign

Objective

In ethos with The Brooklyn Home Company’s artistry in development, DADA Goldberg coordinated the opening of an installation by contemporary artist Yuko Nishikawa within a residence at The Brooklyn Home Company’s development at 137 4th Avenue in Park Slope. Through collaborating with Nishikawa to create her largest solo exhibition to date, press and social media followers were invited to visit the installation and encouraged to offer coverage of the for-sale development through editorial and / or social media platforms.

Nishikawa creates these paper pulp mobiles out of waste collected from other artists and businesses surrounding her studio in East Williamsburg. The paper gets processed in-house and colored thoughtfully so that it can be repurposed again for future exhibitions or recycled.

Nishikawa has transformed a residence with mobiles evoking moods related to living spaces in different rooms. In the living room, clouds of white mobiles hang from the ceiling signifying the blank slate that comes with building a life within a new home, similar to the excitement Nishikawa feels when starting a new sketchbook. In the primary bedroom, a mix of bright, playful colors signify the excitement that comes with moving into a home and nourishing a new phase in life while building upon existing memories.

Strategy

Nishikawa’s Memory Functions is comprised of over 200 unique, handmade and colorful paper pulp mobiles suspended from the ceiling. The mobile-like set up subtly moves as visitors walk through the space, a reference to the one’s impact on their physical environment. 

Memory Functions and the partnership between The Brooklyn Home Company and Nishikawa is the first of a series of residencies the company will host in its built environments, that support its commitment to art, craft and commitment to sustainability, evident throughout the company’s development and design portfolio. The Brooklyn Home Company intends to continue artist residencies supporting commissioned works that draw attention to the environmental issues. 

DADA Goldberg ideated the exhibition, sourced the artist, organized the event, produced content, achieved press, social media followers, and built brand awareness for The Brooklyn Home Company. The 360º strategy deepened the impact of the exhibition, amplified the artist’s voice and kicked off the first-of-its-kind installation for the real estate development firm.

Results

As Memory Functions is Nishikawa’s largest solo exhibition to date and The Butler Collection is The Brooklyn Home Company’s largest development to date, this partnership offered an impressive press angle and shareability on social media occurring at the intersection of real estate and design milestones. 

● DADA produced making-of photography with Filipino-American photographer Amanda Villarosa and handheld iPhone videography for a hybrid curated and intimate look into Yuko’s process, distributed to and featured in press and social.

● DADA produced installation photography with photographer Matthew Williams, distributed to and featured in press and social.

● DADA crafted a series of 4 pre-event teasers, an installation reel, and live coverage of the unveiling bringing over 200 new followers to The Brooklyn Home Company’s Instagram and 2,000 to Yuko Nishikawa’s Instagram.

● The opening event for Memory Functions saw a total attendance of 104 guests, impressive for an exhibition opening in Brooklyn. 

● DADA Goldberg received numerous appointment requests to view the installation during NYCxDesign’s Festival in May 2022 by those who were unable to make the opening event or saw the news of the installation on social media or online.

● Following the event DADA shaped a two part Q&A around the process & creation of Memory Functions, setting the tone for the new Artist In Residence strategy.

● From Yuko: “When I visited The Butler Collection, I felt excitement arising within me. Making installations within a residential environment is exciting because my work is displayed in a space that will hold and witness living. I want to make work that accompanies ordinary, everyday moments.” - Yuko Nishikawa, Artist in Residence

Media

Entrant Company / Organization Name

DADA Goldberg, The Brooklyn Home Company

Links

Entry Credits