Hypebeast x Coinbase

In December 2021, Lume Studios at 393 Broadway in Tribeca, Manhattan, housed the Hypebeast x Coinbase holiday pop up. Jenya photographed the activation for Hypebeast, documenting merchandise, the NFT gallery, gashapon machines, and the branded environment before doors opened, then photographing those elements in use. The glowing screens and darker room light required careful exposure choices: the digital art needed to remain visible without leaving visitors in silhouette. Jenya followed exchanges at retail displays, visitors looking at the monitors, and hands turning capsule machine cranks. JPX Studios delivered a gallery combining photographs of the build, details of merchandise and digital content, and candid images of visitors using the arcade and exploring the gallery.

JPX Studios documented the merchandise, gallery, machines, and branded environment before doors, then photographed each element in use. Jenya followed exchanges at the retail displays, attention on the screens, and the physical gestures of playing the arcade. Screen exposure and darker room light were balanced so the digital art remained visible without reducing the people around it to silhouettes.