Coming on the heels of the studio’s expansion, the NY-based THE-LAB is structured to be an environment conducive to innovation, offering a home for complementary talent to work with and alongside each other. “First and foremost, this is a business playground for building companies, products, careers, and, most importantly, relationships,” Founder and Executive Creative Director Vico Sharabani explains. “Our strategy is to design conditions in which bold and exciting ideas can be envisioned and launched organically rather than try to define what they’re supposed to be.”
Boasting a spacious physical layout within The-Artery’s own creative studio, THE-LAB hosts high-level talent curated from a diverse range of mediums, carefully taking into consideration the opportunities for collaboration and potential value for the community as a whole. With more still to come, industry powerhouses such as Imaginary Forces and Northbound are already using the space, adding their expertise in design and video production respectively. Sustainable beverage container startup Uno is also driving their communications and awareness work through THE-LAB, as well as 77 Ventures Creative, which recently expanded into the space.
Directors Danielle Lessovitz (Cannes Film Festival official selection for Port Authority), Marcelo Bukin (winner of the IDA Award, Gold Award FIPA France, and FIDH Award), and Alfredo Rodriguez-Allen (SHOOTonline’s New Directors Showcase) were also welcomed into the fold for their capabilities across film, commercials, and photography. Additional creative standouts include AR Technologist Itay Niv, Art Director Hélène Zünd, along with Video Artist and Senior Motion Graphics Designer Gerry Rufman.
The hub’s sense of community and dedication to pushing boundaries reflects The-Artery’s approach when incubating new businesses and client relationships. “This launch embodies The-Artery’s values, character, and style. From directors and producers to designers and technologists, we see instant and frequent collaborations happen all the time. Who knows, if THE-LAB continues to be a success, there may be additional locations.”