Broadway Asylum

Basha Market (2014), an exciting thematic event created through the unique concoction of art, design and retail, is held by local Indonesian company Benchmark to promote the local art scene and build a community of creative talents. For this, Sciencewerk has been tasked with the conceptualization and design of Basha Market’s identity and creative direction. e very rst event, inspired by the dazzling streets of Broadway, New York, presents a busy and colorful perspective of the famous street. Focusing on typographic signage to create a fun, quirky environment, the design immediately teleports visitors from their mundane lives to an alternate location where they can celebrate creativity and innovation.

With 3D pop-up elements donning the walls and oors, as well as a lit neon box, the open-space photobooth titled “Broadway Asylum” serves as a photo playground for visitors. While the sel e lovers and members of the narcissistic nation satisfy their vanity, over a hundred young entrepreneurs and independent brands are set up within the marketplace to promote their creations to the horde of visitors.

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