Project Summary

In my opinion, art has needed a facelift in many cities for many years. Our team was given the keys to an abandoned building in the bustling Amazon headquarters neighborhood, South Lake Union.

Over the course of 9 months, our team transformed the space into one of Seattle’s most talked-about art experiences to date. Making the intersection between expressive art mediums and experience-deprived consumers merge together in harmony.

Showcasing 70+ local artists and ringing in well over $100k in art sales.

“We were literally handed keys to an old food manufacturing building, set to be demolished in 1 year with total free reign. We didn’t know exactly what we were setting out to accomplish, but we started smashing down walls.”

The Project Scope

The team set a goal to open our doors to the first event on June 18th, 2021.

We received keys to the space in March 2021. Since this was conceptualized as a passion project, the team used each Sunday of every week to gut the building, rewire electricity, build walls, paint, etc.

Once the space started coming together, I began drumming up the brand identity with Colton Winger. With this project, we wanted the content in the building to do all the talking while not overdoing the branding and marketing.

As a collective, our angle was to host and promote local art in all mediums. On the artist side, upcoming artists will have the opportunity to show their work alongside well-established artists at a 70(artists)/30 commission rate. On the consumer side, anyone looking to view or purchase art can do it in an exciting and inviting setting.

The Strategy

Series 001 is a curated art gathering designed to reconnect people with the human side of art collecting.

Hosted in an abandoned warehouse in South Lake Union, the experience transforms an overlooked industrial space into a living gallery where guests can discover emerging artists from the Pacific Northwest, connect with the people behind the work, and leave with pieces that feel meaningful rather than exclusive.

The event unfolds across two phases:

Friday Night — Private Collector Preview
A curated guest list receives first access to the artwork in an intimate social environment.

Weekend — Public Market
The space opens to the public as an approachable art marketplace where guests can explore, meet artists, and purchase work across accessible price points.

The goal is to create belonging through art, not intimidation through exclusivity.

Series 001 should not feel like an art fair.

It should feel like a cultural house party hosted by artists.

Key positioning principles:

Human Connection
Artists are present and accessible. Conversations about process and inspiration are encouraged.

Approachable Collecting
Price points allow first-time collectors to participate. Guests should feel comfortable buying their first piece of art.

Local Pride
The event celebrates the Pacific Northwest creative community.

Discovery Energy
Guests feel like they discovered something special before the rest of the world does.

Cultural Positioning

Curatorial Strategy

Curate intentionally across medium, price, and voice.

Recommended structure:

20 to 30 artists total

Mix of:

  • emerging local artists

  • mid-career artists with growing followings

  • experimental creators pushing unconventional mediums

Medium diversity:

  • painting

  • photography

  • sculpture

  • textile

  • digital prints

  • mixed media

  • sculpture

  • video

Pricing range target:

• Entry pieces: $50 to $300
• Mid range: $300 to $1500
• Collector pieces: $1500 to $20,000

Every guest should be able to walk away with something meaningful if they want to.

Creating the Brand

After months of conversations circling what we were trying to accomplish, we needed to give this project an identity. Colton had the idea of making a ‘Series’ of events where the project’s assets can change, but the platform stays the same. Calling the very first iteration, Series 001.

We wanted a strong and sophisticated look, but kept the branding assets edgy and playful. Again, reminding consumers that our products will change, but the feel of the brand established excitement and trust.

SWAG

Social Media Graphics

Registration Posters

Event Logistics

  • Onboard artists with timelines and contracts

  • Digitally process each artist’s works

  • Create inventory via Shopify reflecting key information (inventory identifiers, price, measurements, title, etc.)

  • Design trifold brochure of wall art inventory and cover art

  • Design museum-style wall labels for all art

  • Photograph all wall art for e-commerce, called our “After Glow “ phase of the show

  • Create ‘Series 001’ commerce site for attendees who missed the event or hesitated to purchase during the show

  • Train 8-10 volunteers, paid staff members on sales ringing, event check-in, and gift wrapping

  • Manage the 2-3 day event. Problem-solving any issues that occur

  • Manage art pick-ups on the final day of sales and weeks post-event

Brochures

Key Highlights

  • Our sales range from over $100k in art sales for all 3 events

  • The events saw over 2,500 attendees with strict COVID-19 regulations

  • Series 001 gained recognition from many in the arts community, the design community, and Seattle’s own Mayor, Bruce Harrell

  • The project gave a spotlight to over 70+ local PNW artists, with nearly every artist making a sale during their showing

  • Averaged 50+ social posts per day at each event (we did not create any social media for this project, so there could have been many more)

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