In the heart of Undermind orchestrated a momentous partnership between the iconic China Chalet and the esteemed melodic techno maestro, Einmusik, for a New York City showcase.
At the core of this collaboration was a dedication to authenticity. We worked meticulously with the China Chalet's ownership to craft a visual narrative that resonated with the restaurant's ethos while also paying homage to Chinese culture. The event's visual touchpoints spanned from evocative room lighting and captivating visuals to bespoke posters. One of the standout elements was the transformation of the restaurant's menu into a limited edition Undermind flyer, a collector's piece that bridged culinary and cultural realms.
Such was the impact of our efforts that Keith, the restaurant owner, sought an unfolded copy of the special menu to cherish and share with his kin—a testament to the event's resonance.
The story of the event was aptly named "People & Places." It reflected a sentiment that China Chalet was not just an emblematic nightlife venue but a narrative on NYC's evolving tapestry.
Our expertise in this collaboration encompassed:
- Authentic creative direction that aligned seamlessly with the venue's essence.
- Comprehensive sound design across three distinct stages.
- Crafting custom 3D visual artwork, ensuring a holistic sensorial experience.
Together, we celebrated China Chalet and NYC's dynamic spirit through "People & Places," leaving an indelible mark on the city's cultural history.
Standing parallel to the drone of footsteps, passing vehicles and hushed day traders of Wall Street, China Chalet is a beacon of cultural intersection. Founded in 1975, it has been serving the NYC community for over 40 years. Through the power of food, China Chalet introduced non-chinese eaters to Chinese culture. Like so many other establishments across New York, food, art and community introduces a way for a person to first learn about a culture. Every store or shop owner is a gateway to simple acceptance, and ultimately fully understanding a new people and culture. As part of our People & Places Of New York series, Undermind’s goal is to create a unique, defining musical experience in spaces that are dynamic and authentic. People/Places that have helped shape NYC into the diverse and bustling city it is today. We hope that everyone reading this take a second to realize the massive impact the Chinese Community has had in New York, and ultimately how NYC is a city founded by and built by a diversity of different immigrants and culture.Come celebrate a night of all with a goal of creating intimate experiences that are authentic to the culture and rhythm of our beautiful city, alongside local artists and global musicians.
