NEW YORK, NY, September 16, 2024 — Full-service advertising agency AKA, in partnership with Mercer Labs, has just launched a multiplatform advertising campaign, “Feel Something New,” which aims to introduce and bring awareness to Mercer Labs and showcase what makes it a must-experience destination.
Mercer Labs opened in January 2024 and has become a go-to partner for ahead-of-its-time initiatives for the Tribeca Festival, Dua Lipa, Alicia Keys for her Hells Kitchen Tony Award party, Danielle Guizio for New York Fashion Week, and many others. Spanning 36,000 square feet, the museum boasts 15 exhibition spaces featuring interactive, multisensory experiences, including unique 4D sound-listening settings, LED mirrored infinity rooms, and 8K projections.
The space is the vision of acclaimed artist Roy Nachum. Renowned for his experimental artistic practice, Nachum is perhaps most famous for creating Rihanna’s Anti album cover, which received a Grammy nomination. (Fans and collectors of Nachum’s work include Jay-Z, LeBron James, and Swizz Beatz.).
The campaign, steeped in intrigue and wonder, uses lush, otherworldly visuals and ASMR-inspired audio to mesmerizing effect. It captures the essence of unexpected discovery, a hallmark that sets Mercer Labs apart from other museums in New York City and around the world.
Nachum’s inaugural exhibition “Limitless” explores the synergy between technology and humanity. As the museum’s creative director and co-founder alongside developer, entrepreneur, and philanthropist Michael Cayre, Nachum’s influence is profound in the campaign in addition to the experience itself.
“Because Nachum’s work is so sensory-driven, the advertising needs to be similarly visceral,” says Lisa Lewis, Senior Creative Director at AKA. “We’ve developed a campaign that will twist a viewer’s perspective, immerse them for a moment in something new, or jolt them from the everyday. Wherever potential visitors interact with the brand in the wild, we give them a little tease of what they’ll experience at Mercer Labs.”
With “Feel Something New,” AKA brilliantly highlights Mercer Labs’ unique identity and showcases why it is an unmissable destination. By asking evocative questions—“Have you stared into infinity? Have you touched a dream? Have you been bathed in sound?”—the campaign invites audiences to see, hear, touch, and feel in a way they never have before, embracing the extraordinary and exploring new frontiers of art and technology.
