Photo credit: Josh Cheuse, as part of the Fotografisk Berlin & Mass Appeal Hip Hop 50 Exhibition

For the Hip-Hop 50: Conscious, Unconscious exhibition at Fotografiska Berlin, I led and closed the partnership with Johnnie Walker, developing a multi-layered collaboration that integrated brand, culture, and hospitality throughout the show for the experience of the exhibition promotion.

The partnership was designed as an embedded brand experience rather than a traditional sponsorship. Working closely with internal teams and the partner, I helped shape the experience across exhibition touchpoints, public programming, and VIP moments—ensuring the brand added value to the cultural narrative rather than sitting alongside it.

This included curated cocktail concepts tied to the exhibition, bespoke VIP hospitality experiences, and branded environments across key spaces, including Café Bar, Bar Clara on the rooftop, Veronika Restaurant, and the Ballroom. The collaboration extended into retail moments during Berlin Art Week traffic and key exhibition milestones, connecting art, product, and audience in a cohesive way.

I led the partnership from strategy through execution, overseeing concept development, negotiations, and delivery across teams. The result was a high-impact collaboration that enhanced both the visitor experience and Fotografiska Berlin’s positioning as a platform for culturally relevant brand partnerships.

Role & Scope:

• Partnership Lead (Johnnie Walker)

• Deal Structuring & Negotiation

• Concept & Experience Development (Hospitality + Brand Integration)

• Cross-functional Leadership oversight on partner end (Events, F&B, Marketing, Retail)

• VIP & Stakeholder Experience Strategy

• End-to-end Project Oversight & Delivery