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"Celebrating the 25th Anniversary of one of Hip-Hop's most Legendary Masterpiece Albums"

When 2018 rolled around, we all had one big music anniversary in mind - 25 years since the legendary 1993, featuring such iconic albums as Nas' ILLMATIC. We teamed up with Nas and our friends at Sony Records to celebrate the album in a big way - by recreating QueensBridge 1993 into an immersive experience and bringing in right to the heart of New York City at Sony Square.

The Pop-Up transported fans back a quarter century and into the mind of a hiphop legend. From a custom basketball court modeled off the one in QueensBridge projects, to live street art, a graffiti alleyway, Subway Car Viewing Theater, Behind the Scenes Album Listening Experience, exclusive memorabilia - and a magnificent display featuring every single consumer item Nas mentioned throughout the album.

The Experience was kicked off by a VIP Event hosted by Nas and AZ - where the collective music industry got the chance to give the Rapper his flowers. Of course, we featured Nas' partners from Sweet Chick to Hennessy. In partnership, Mass Appeal provided daily screenings of the IllMatic documentary - on one of the largest TV screens available in NYC!


Pop-Up & Experience Design, Celebrity Partnership, Custom Fabrication, Museum Curation, Content Production, Sponsorship Integrations


New York City



Custom Queensbridge Houses 1993 Digital Recreation

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