Luna Luna
Brand Identity
Something Special Studios
Role: Design Lead
The world’s first and only art amusement park — brought back to life after 35 years.

The story of Luna Luna began in 1987 in Hamburg, Germany.

André Heller, an artist and curator, had an extraordinary vision: to create the world's first and only art amusement park. Inspired by a traditional luna park, he called it Luna Luna — a lively fantasyland of once-in-a-lifetime artworks set within
a functional fairground.

Heller invited over thirty artistic visionaries to participate, including some of the era’s most enchanting artists. When the park opened, visitors could ride a Keith Haring carousel, take in the view atop a Jean-Michel Basquiat Ferris wheel, get lost in a Lichtenstein labyrinth, and much more.

But as the summer of ‘87 came to a close, so did Luna Luna. Initially slated for a global tour, the art park instead became entangled in litigation and was locked away for thirty-five years.

Until now. In 2019, upon discovering the story of Luna Luna, we embarked on a mission to bring the art park back to life.

Joining forces with André Heller himself and like-minded partners, Dreamcrew, Daniel McClean, Justin Wills, and Live Nation, Luna Luna was finally rescued in January of 2022.

Now the artworks are being meticulously restored to their former glory, with plans for Luna Luna to tour the world as Heller always dreamed. Alongside these attractions from '87 will be a new collection of interactive fairground attractions designed by some of today's most influential artists.

Building off of the legacy of the original park, we developed a new brand strategy and identity that brought Luna Luna into the present and positioned the brand for future growth. This work also included a foundational marketing and commerce strategy to support the brand’s development.

Our team also launched Luna Luna's website and socials to align with the project’s New York Times announcement in November 2022. We led content strategy, copywriting, design, and development of the website, creating an immersive space that tells the story of the 1987 park while also giving a glance at the future.

Team: Michael Goldberg, Morgan Griffin, Jillian Hoey, Lauren Preble, Sam Jayne, Cris Martines, Lynn Son, Vivian Mak, Heena Chung

Brooklyn, NY
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