What Happens When

A temporary restaurant installation that transforms every 30 days.

What Happens When is an inspirational experience created by a group creatives who have worked in and around the restaurant industry for the last 15 years. It is a collaborative experiment that will use the context of the restaurant as a space for generating and iterating creative content around the food experience for 9 months in New York City.

The Strategy

As self-funded project, a creative funding-raising strategy was developed using Kickstarter, the unique patronage platform for the arts and beyond. You can see the project page here. The following video was directed and produced in collaboration with Jeff Larson as a communication piece for fundraising:

What Happens When… from Jeff Larson on Vimeo.

The Brand

The branding system developed below uses a system of iconography to represent every month of What Happens When. Each month, a new icon will represent the brand, creating a playfully abstract visual language that has potential for multiple meanings. The application of the brand icons will be flexible, translating easily into uses like urban tags that will serve as artistic means of advertising.