HBO Max Taps Lab For Art Installation

 The Lab Anti-Mall in Costa Mesa got a strong nod from on-demand video and streaming service HBO Max.
 
The funky, contemporary shopping center was tapped by HBO to be the venue for a pop-up fashion-art installation for the media company’s new Gen Z-focused show “Genera+ion.”
 
Students of the Fashion Institute of Design & Merchandising were enlisted to create looks for the show’s characters. The best of those looks were then selected by costume designer Shirley Kurata and showcased in the LAB’s Living Room open area as part of the Genera+ion Un-Fashion Showcase.
 
This marks the first time the LAB has worked with HBO, according to its Communications Manager Shea Thompson.
 
The target demographic of the show was particularly fitting for the LAB. From its inception, the center has has aimed to curate a roster of small and unique tenants.
 
As Thompson pointed out, the pop-up was “definitely on brand for our LABsters” complete with “Instagrammable moments” that coincided with much of how the center was designed.
 
In fact, the center’s a quick study in seamless transitioning of engagement with customers either online or off. Last year saw the LAB offer a short essay contest around the story of the dinosaur installation it had on-site. A blog features the backstories on tenants and their businesses. The center also hosts regular Maker’s Marts, pooling together local businesses.