Neuberger Museum of Art
Gala
For the Neuberger Museum of Art’s 50th Anniversary Gala, the goal was to transform the Museum itself into an unfolding series of immersive experiences — allowing guests to move through the evening with a sense of curiosity, discovery, and celebration.
Students from the Conservatory of Dance lined the sidewalks outside the Museum, twirling enormous golden umbrellas and flowing fabric that created movement and spectacle before attendees even reached the entrance.
Inside, guests were welcomed by a towering floral installation overflowing with golden branches, orchids, and yellow roses, designed first as a champagne station welcoming attendees into the celebration and later transforming into the evening’s departure installation, where anniversary card sets and golden confections awaited guests at the close of the night.
Throughout the evening, the galleries came alive with curated food stations, cocktails, and Moveable Feast activations inspired by the surrounding artworks in The Making of a Museum: Fifty Years exhibition.
The evening’s central program took place in the soaring Theater Gallery surrounded by Cleve Gray’s monumental Threnody installation. Guests were immersed in art with Gray’s ceiling-high painting on every wall while performances, tributes, and remarks reflected on five decades of creativity and cultural impact.
Unexpected moments continued to emerge throughout the night, including a tequila sommelier guiding guests through custom tastings and a late-night dessert reception in the South Gallery featuring curated “nightcap” cocktails designed specifically for the occasion.
The result was an anniversary celebration that felt less like a formal gala and more like an art-filled journey through time and creativity.
The Museum itself became the experience.
Beyond the gala, The TAGS Group supported the Museum’s yearlong 50th anniversary celebration through marketing, communications, and event production support for artist talks, public programs, and a two-day virtual conference exploring the evolving interpretation, stewardship, and representation of African art in American museums.
Spring 2024
Purchase College, SUNY, Purchase, New York