The LAB at Rockwell Group

Collective Tinsel Town

What If... You could re-invent the look and feel of the red carpet?


Collective Design Fair Tinsel Town

New York, New York

Area of Service

Interactive Design
Environmental Design
Software Development


300 sqft

We created an immersive arrival moment and beacon for the entrance of Collective Design Fair. Aptly named Tinsel Town, an undulating passageway made of CNC-milled plywood ribs thatched over with reflective mylar fringe welcomes visitors into a world of Collective Design's signature blue. 

Inspired by the performance and choreography of the red carpet, Tinsel Town utilizes a mixture of digital and handmade craft to result in a site specific, interactive installation that will breathe almost as if alive.

The reflective tinsel partnered with an array of IR sensor, colored LED lights creates transformative moments inside the installation. In the morning, Tinsel Town is a silver, sparkling jewel illuminated by the sun. At night, Tinsel Town becomes a glowing, multi-colored tunnel encouraging visitors to circulate through the piece. 


Tinsel Town used over 1,500 feet of mylar.


Constructed and embellished in under 6 hours, we worked with The Factory and Philips Lighting to create what came to be known as Tinsel Town.

Artnet declared Tinsel Town "likely to be one of the most instagrammed works of the week."

#TinselTown #CollectiveDesignFair #NYCxDesign