Hellmann’s Art
of the Mayoment

IRL brought Hellmann’s flavor to the forefront of New York’s art scene with “Art of the Mayoment,” an immersive pop-up gallery experience on the Lower East Side. The space featured original unfinished works from five contemporary artists—each piece frozen mid-creation, humorously interrupted by the superior taste of Hellmann’s. 

Designed to bring this idea to life, the gallery invited guests to actively participate. Attendees captured their own Mayoment in an Instax photo wall, interacted with a live performance artist mid-bite, and stepped into the artwork themselves, creating a highly share-worthy event.

IRL transformed the gallery into a full-sensory experience, handling everything from scenic design, build, and lighting to staff training, wardrobe, as well as attendee journey and flow. With branded touches, custom coveralls, and a guest celebrity comedian curator guiding the evening, the result was a surreal and tasty production that blurred the line between art and appetite.