PRATT / 90'S

Product of the 90s documented a pivotal era in New York City through a documentary program, live panel, and design exhibition at Pratt Institute. From mixtapes to graffiti, the series honored the decade that shaped the city’s creative DNA and reintroduced its influence to a new generation.

Challenge
Capture the history and cultural impact of a defining NYC era and translate it into a modern program—spanning film, live conversation, and an exhibition experience at Pratt.

Work
Led creative direction, strategy, and curation for the series. Developed the brand identity and supporting assets, hosted a panel with iconic NYC figures, designed and curated the exhibition, and directed the rollout and launch campaign.

Results
A “lost” NYC was reactivated through a landmark program that united graffiti legends, cultural voices, and younger audiences discovering the era for the first time. The panel and exhibition brought NYC nostalgia to life across fashion, music, and street culture—honoring the generation that lived it while inspiring the next.

‍