Under the Mushrooms

Under The Mushrooms is a self-initiated project by brand unit, originally launched as a digital initiative on Instagram (@underthemushrooms_). From October 5–7, 2021, the project was presented as an installation at Kunsthaus Wien.

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The project explores how to reach and engage Generation Z (ages 18–25) within the creative industries. As this audience actively participates in digital culture rather than passively consuming it, participant-generated content was shaped through a cohesive communication design. Through collaboration with Kunsthaus Wien and targeted press work, the project achieved strong visibility both online and offline.