30 SECONDS TO MARS MUSEUM OF AMERICA

This project was an ambitious and multifaceted experiential installation, aimed at promoting 30 Seconds To Mars' album, “America.” This installation was envisioned as a theatrical border control setup, designed to mimic a real border checkpoint.

The core concept was to immerse participants in an environment that simulated the experience of crossing a national border, but with a twist that highlighted and challenged American ideologies. This theatrical border control served as a powerful metaphor, inviting participants to reflect on their own perceptions and biases about America and its cultural values.

As visitors navigated this space, they encountered a series of installations, each presenting a unique cultural perspective. These installations were curated to provoke thought and discussion about how American ideologies are viewed through different cultural lenses. The diversity of these perspectives ensured that the experience was not just a passive walkthrough but an interactive and engaging journey that encouraged introspection and debate.

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Brand: 30 Second to Mars
Production Company: HELO