Sep 03, 2019 | By Jane Boddy
Jun 20, 2019
Sustainability is becoming the new normal as consumer interest mounts, and MATTE PROJECTS’ eco-friendly La Luna Festival, held last weekend in New York City, is an excellent example of a brand committing to sustainability from a 360-degree perspective.
MATTE Projects has solidified itself as one of New York’s premier cultural generators. From executing Equinox’s first major brand experience of 2019 to hosting Eric Emanuel’s adidas capsule collection launch, the collective has brought some of this year’s most stylish and cutting-edge experiences to life.
The hybrid creative agency is also responsible for Black Arts, while La Luna is a rebranded version of its sultry summer dance affair formerly known as Full Moon Festival. Full Moon was initially conceived nine years ago as a boutique approach to a New York City music festival, but this year the experience fused the original spirit of the dance party with a lighter environmental footprint, while still maintaining the elevated production and sharp curation that MATTE is known for.
Eco-friendly initiatives onsite included aluminium water bottles by Ever&Ever and a filtered water refill station from Klean Kanteen. Food vendors at the festival used 100% compostable materials, and single-use plastic and plastic straws were not permitted. Even La Luna’s merch was considered, with the festival offering T-shirts made from 100% recycled textile waste, and a limited-edition reusable tote bag in collaboration with Parley. Prior to last Saturday’s event, La Luna also organised two clean-ups at New York’s Rockaway Beach – a first for any festival in the city.
The festival, which featured DJ Harvey, Moodymann and DJ Tennis alongside other electronic favourites, was held at Knockdown Center in Queens – a raw and repurposed venue that offered a great match for the event’s new direction.
La Luna’s authentic focus on sustainability – from the setting to the peripheral initiatives around the event – is sure to future-proof it, as it becomes increasingly difficult to separate honest initiatives from marketing greenwash.
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