To celebrate Hulu's $180 million acquisition of all 180 episodes of Seinfeld, Magnetic Collaborative built a full-scale replica of Jerry's iconic Upper West Side apartment in the Meatpacking District — complete with original props from the show including the Monk's diner booth, David Puddy's New Jersey Devils jersey, the Festivus pole, and the Pez dispenser. Thousands of fans queued outside the installation across five days, engaging in interactive moments from the series — George Costanza's Valentine's Day photo shoot, Kramer's barge-in entrance, and Seinfeld trivia contests driving 3.4 million Twitter impressions. As Creative Director I led the spatial design, prop direction, and environmental production of the full installation.
Seinfeld is one of those rare shows that continues to influence pop culture to this day — what better way to launch its streaming debut than to give fans a chance to relive the most iconic moments in TV history.