Museum of Arts and Design (MAD)
Founded in 1956 and located in Columbus Circle, The Museum of Arts and Design (MAD) emphasizes a cross-disciplinary approach to art and design, and reveals the workmanship behind the objects and environments that shape our everyday lives.
The Challenge
MAD hired PCC to revive its annual Young Patrons Gala with the goal of delivering a more effective fundraiser and cultivating relationships for the museum with a "next generation" audience. PCC was invited by MAD board member Mike De Paola to rebrand and produce a Young Patrons Ball that would stand out in an increasingly busy spring gala season.
The Strategy and Implementation
PCC set out to create an elevated event for a discerning group of young influencers in the art, fashion, design and entertainment industries. PCC reimagined the gala as a "time immersion experience" (dubbed "Bring Back the Ball" to befit this revival) and artist collaborative McDermott & McGough chose to celebrate in May 1928, the height of decadence preceding Black Tuesday.
After securing co-chairs and the host committee, PCC selected a Beaux-Arts style mansion on the Upper East Side as the venue for an evening of dinner and dancing, and meticulously sourced period-appropriate elements including Haviland Limoges porcelain, period silver hand-carried from California, a 1929 Ford Phaeton and a menu pulled from the archives of the New York Public Library. Performers included a 1920s jazz revival group Dandy Wellington & His Band and dancer Sara Deckard for a performance inspired by Josephine Baker.
The museum re-designed its logo to evoke an Art Deco aesthetic for use in all printed materials. In place of a customary step & repeat, the artist honorees McDermott & McGough hand-painted a paper moon by which guests had their photos taken. An ice sculpture featuring MAD's Art Deco logo was used in place of a more typical gobo. MadeClose.com donated gift bags featuring small-batch products befitting the '20s theme, and author Lesley M. M. Blume donated copies of books from her "Let's Bring Back" vintage series.
The Results
PCC utilized access to its extensive network to garner support for the museum and artist honorees, many of whom were new supporters of the museum. Through tiered ticket and table sales, as well as a live and silent auction, the gala raised significant funds to support the museum's educational initiatives that MAD provides in its own classrooms and in New York City public schools.
"Bring Back the Ball" received over 35 million media impressions across several top-tier publications including Vanity Fair, Vogue, The Wall Street Journal, WWD, W, and The New York Times. The combination of media attention, event imagery, and hundreds of social media posts during and after the event inspired a new group of young influencers to further engage with the museum.
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