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Raul Rodriguez: The key is in the details. The brands we work with are leaders and innovators in their industries, and they expect the same level of excellence and precision from us. That means every element must be meticulously considered: set pieces measured down to the millimeter, colors perfectly matched, lighting calibrated to the exact shade of white, and textures that feel luxurious and refined. Everything we present nods back to a physical representation of the brand. When we work with luxury clients, we’re often creating something entirely new – a concept, material or finish that may not exist yet in the mainstream market. That’s where the real challenge lies. It becomes a bit of a detective game, sourcing the right artisans, vendors or techniques that can execute a concept still in development. You specialize in creating “unforgettable installations and pop-up moments.” How do you define a truly successful experiential moment, and what is the creative process you use to ensure a design resonates in person? Raul Rodriguez: For us, a successful experiential moment delivers on the creative vision and exceeds what was promised in the renderings. Our goal is to make the final installation look just as good, if not better, than what the client first saw on paper. Internally, the success is also measured by how smoothly the process flows from design to fabrication to installation. As for creating a viral moment, I wish I could say it’s an exact science, but it truly isn’t. All we can do is put out the best possible work and hope it resonates with the public. Over the years, we’ve had installations where we knew from the start they were going to be the “it” moment of Art Basel – like Dreaming with Lions by Alexandre Arrechea, Hall of Visions by Pilar Zeta or MAZE Journey Through the Algorithmic Self by Sebastian Errazuriz. Those installations were not only visually impressive but also supported by the incredible team at Faena Art, who helped amplify the work to ensure the public and press took notice. Then there’s projects like last year’s AUTRY Art Gas Station by Robert Pruitt – one of our most technically challenging builds – where we built a fully functioning, completely mirrored and chrome gas station. It was an incredible engineering and design feat, yet it didn’t gain the same viral traction. So, a viral moment is like a moving target – sometimes you hit the bullseye, and sometimes you don’t, no matter how great the work is. The Amex Tunnel at Hard Rock Stadium is a high-visibility, large-scale current project. Without giving away proprietary information, what was the core creative brief for that installation, and what is the biggest logistical challenge in bringing it to life? Raul Rodriguez: The Amex Tunnel is a project we developed over the summer and recently completed at the Hard Rock Stadium. It began when the stadium reached out to us to design an entrance tunnel that would welcome guests as they arrived and checked into the American Express Lounge inside. Originally, we were given a one-page mood board and a 125-page American Express brand guideline document. The final design had to bring their vision to life and stay true to the Amex brand, and I’m proud to say we nailed it. Due to the unique circumstances behind this project, it became quite a complex process to build. The project required collaboration between carpenters, welders, engineers, tile layers, Venetian plaster artists and even gardeners – all working together through long days and nights to bring the design to life.