Koons x Google
To launch Jeff Koon’s Jeff Koons limited-edition Pixel “Live Case,” Google hosted an exclusive launch event at Spring Place in New York City, featuring excerpts from Swan Lake performed by New York City Ballet dancers, along with curated guests from across the art, fashion, and tech worlds.
ServicesStrategy
Concepting
Environmental Graphics
Guest and Press List
Invitations
Location Scouting
Logistics
Vendor Management & Coordination
Execution
Photography: David Prutting/BFA.com, Andrew H. Walker/WWD, MATTE Projects
Production: Prentice Cultural Communications & MATTE ProjectsOverview
I was brought on through Prentice Cultural Communications to help bring this vision to life—overseeing venue scouting, guest list curation, event production, press coordination, and on-site logistics to ensure the experience was as seamless and innovative as the collaboration itself.
The Challenge
The event needed to feel elevated and intimate, while reflecting both Koons’s artistic legacy and Google’s innovation-forward ethos. The venue had to match the tone—exclusive, design-forward, and flexible enough to accommodate an immersive ballet performance. We were also tasked with managing the installation of Koons’s gazing ball sculptures and ensuring they were presented safely and to museum-level standards.
The Strategy
I identified Spring Place, a then-unopened members’ club inside Spring Studios, as the ideal location. Its modern architecture and raw elegance aligned perfectly with the aesthetic of the collaboration—and its not-yet-open status added to the event’s sense of exclusivity.
In addition to curating a high-impact guest list of cultural tastemakers, my team worked closely with Koons’ Studio to identify placement opportunities for his gazing ball sculptures within the space. I collaborated with professional art handlers to coordinate safe transport and installation of the works, ensuring their visual impact while maintaining proper conservation standards.
The Execution
Venue Scouting: Secured Spring Place before its public opening, liaising with building management to accommodate both event production needs and fine art installation requirements.
Art Installation: Coordinated with Koons Studio and trained art handlers to install his gazing ball sculptures on-site, ensuring the artworks were handled with the utmost care and strategically placed to enhance the event narrative.
Guest List & Invitations: Curated a guest list blending top-tier celebrities, artists, and digital tastemakers, including Victor Cruz, Leigh Lezark, and Selita Ebanks.
Catering & Production: Managed food and beverage partners to create a hospitality experience that was as refined and on-brand as the creative elements.
Press & Social Coordination: Collaborated with media contacts to secure editorial coverage and helped to activate a celebrity seeding campaign with gazing ball sculptures sent to Lady Gaga, Marc Jacobs, Pharrell Williams, and Miley Cyrus who promoted the campaign using the hashtag #KoonsxGoogle.
The Result
Venue Scouting: Secured Spring Place before its public opening, liaising with building management to accommodate both event production needs and fine art installation requirements.
Art Installation: Coordinated with Koons Studio and trained art handlers to install his gazing ball sculptures on-site, ensuring the artworks were handled with the utmost care and strategically placed to enhance the event narrative.
Guest List & Invitations: Curated a guest list blending top-tier celebrities, artists, and digital tastemakers, including Victor Cruz, Leigh Lezark, and Selita Ebanks.
Catering & Production: Managed food and beverage partners to create a hospitality experience that was as refined and on-brand as the creative elements.
Press & Social Coordination: Collaborated with media contacts to secure editorial coverage and helped to activate a celebrity seeding campaign with gazing ball sculptures sent to Lady Gaga, Marc Jacobs, Pharrell Williams, and Miley Cyrus who promoted the campaign using the hashtag #KoonsxGoogle.
The Impact
The event became a cultural moment—celebrated for its seamless fusion of tech, performance, and contemporary art. It generated high-profile media coverage, widespread organic social engagement, and positioned Google’s Pixel as a creative tool, not just a product.
My work behind the scenes ensured that every detail—from the art installation to the atmosphere and guest list—reflected the strategic and aesthetic goals of the collaboration. The result was an unforgettable launch that connected audiences emotionally and artistically with the brand.
