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A24 — A Ghost Store


Creative Production • Production Design • Full Retail Fabrication

The six week experience in NYC's Chinatown was crafted as an experiential extension to David Lowery's 2017 film "A Ghost Story" (Casey Affleck, Rooney Mara) and a lead-up to the film's debut. The brick and mortar store came alive alongside a cryptic web campaign, inviting guests to stop by for a ghost sheet fitting to prepare for the “other side”.

The project was commissioned by acclaimed film production company A24 (Moonlight, Lady Bird, Hereditary) and brought considerable attention to the film's premiere.


Adweek (Digital Front Page)Inside A Ghost Store, A24’s Strange, Moving, Immersive Promotion for A Ghost Story
LA Times — A24's spooky way of promoting Rooney Mara’s 'A Ghost Story'
Hollywood Reporter — A Ghost Store Takes the Pop-Up Concept to the "Other Side"
BizBash (Print Feature)8 New Photo Booth Ideas for Events
IndieWire — David Lowery’s Sundance Hit Comes to Ghostly Life
#aghoststore — On Instagram

 
 
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Objective:
The 360° campaign sought to seamlessly guide the hand of guests as they explored the bounds of a cryptic social/web platform and found their way to a tangible, spatial retail experiment. Such engagement offers up a way for fans to connect to the film in new and exciting ways.

How it Works: 
The brick and mortar location layered the film’s ethereal contemplative soundtrack with infinity two way mirrors and a whole lot of vibe to really tease our understanding of time and hint at what might exist on the “other side”.

Team:
Production Company: A24
Creative Production by Steven Phan
Design Lead: Steven Phan
Team: Lauren Espeseth (design), Vanessa Noritz (design), Matthew Mark (rendering), Adam Gayoso (digital integrations), Carly Phan (digital integrations)