rachel ben-zadok

DECEMBER 13-14, 2019 | SOHO NYC

St. Jude's Children's Research Hospital is a festive 2-day pop-up to celebrate 16 years of its Thanks and Giving campaign. This year, artworks created by St. Jude children were digitally transformed into immersive 360 environments. Patients’ artworks were also designed as life-size sculptural photo-ops in the front of the gallery.

A team-collaboration by Good Sense and Company.

MARCH 2019 | THE MEZZANINE, NY

This 2-day pop-up housed experiential advertiser presentations, a cocktail party, sales pitches, celebrity meet & greet, and interactive Youtube Creator demos.

A team-collaboration by Good Sense and Company.

OCTOBER 21, 2019 | MOREHOUSE UNIVERSITY, ATLANTA GA

YouTube creators came together for a festival-style concert to highlight some of the most popular and influential minorities creating content on Youtube. The festival kicked off with a red carpet performance and followed up an extravagant 2-hour concert. The talent included comedians, passionate singers, and lively dancers. The concert was live-streamed so people from all over the country could tune in to catch their favorite Youtube creators live.

The concert kicked-off Morehouse University’s Homecoming week. The red carpet, greenrooms, and Creator Meet & Greet, were influenced by high school football and refined tailgating designs.

A team-collaboration by Good Sense and Company.

JULY 10-13, 2019 | ANAHEIM CONVENTION CENTER & ARENA, LA

YouTube OnStage is a post-modern variety show bringing together some of the internet’s most notable names - including Meghan Trainor, Sofie Dossi, Kurt Hugo Schneider, and Next Town Down. The Front of House lobby was activated to elevate the fan experience. The design included a Post Office with a GIF-booth, a fan-interactive wild-posting wall, a beachy 50's style Twizzler "pop-up" shop, and a giant YouTube Play Button made out of Twizzlers. There was also a greenroom backstage with instagrammable moments for Youtube Creators and Talent.

A team-collaboration by Good Sense and Company.

MARCH 9-11, 2019 | THE CONTAINER BAR, AUSTIN TX

Comcast NBCUniversal took over the Container Bar in Austin for its annual SXSW Festival. The event featured entertainment, media, technology, immersive VR, gaming experiences, panels, and photo-ops, with today’s well-known innovators and entertainers.

A team-collaboration by Good Sense and Company.

DECEMBER 7-8, 2018 | SOHO NYC

St. Jude's Children's Research Hospital is a festive 2-day pop-up to celebrate 15 years of its Thanks and Giving campaign. Guests could drink hot cocoa while browsing and purchasing gifts that support St. Jude. There were DIY holiday ornament and card-making stations where guests could get crafty before stopping by a custom-themed photo booth.

A team-collaboration by Good Sense and Company. 

AUGUST 9, 2018 | HELEN MILLS, NYC

“Kashi for Kids” was a Family Fun Day promoting a new line of Kashi cereals created by kids! The kids who invented the flavors in the new line of cereals were invited to answer questions and enjoy the fun activities. The event included a main stage, interview tent, deconstructed tasting station, cereal bar, cereal bowl ball pit, life-size cereal boxes, and color-by-numbers wall.

A team-collaboration by Good Sense and Company.

JUNE 2018 | ANAHEIM CONVENTION CENTER & ARENA, LA CALIFORNIA

YouTube OnStage was a variety show which brought together internet stars - including Marshmello, Liza Koshy, Andrew Huang, Mike Tompkins, and Collins Key. Stage design was done in collaboration with David Korins Design; screen content design by LA Made Creative and Obscura Digital. The front of house, Youtube Creator Lounge and greenrooms, sponsor activations, and the REBRICKULOUS recording studio we also designed for festival.

Highlights include an oversized Youtube “Play Button” made out of real LEGOs, and a miniature replica of the Vidcon stage made out of LEGOs, complete with LEGO versions of all the creative performing talent.

A team-collaboration by Good Sense and Company.

MAY 3, 2018 | RADIO CITY MUSIC HALL, NYC

Google's "Upfront" spectacle showed off YouTube's widespread growing content to executives, press, and advertisers in the industry. Youtube CEO Susan Wojcicki, and Chief Business Officer Robert Kyncl, delivered business messages in the first half of the show. The second half of the show culminates in a full party. The stage scenic contained six automated LED screens and wraparound 3D projection-mapped vistas.

Fans went crazy over Camila Cabello’s heated performance of her single "Havana." Superstar Ariana Grande surprised the audience by closing the night with a 3-song set. Other musical performances by: Jaja Vankova, Dytto, Lia Kim, Matt Steffania, Nerdist's Spidey Life, Rudy Mancuso, OK GO and Postmodern Jukebox. Speakers included: YouTube phenom Tyler Oakley and the Daily Show's Trevor Noah.

The Front of House and VIP Lounge was heavily designed for guests to eat, drink, network, and socialize. Greenrooms were decorated with comfortable furniture and decor for talent.

A team-collaboration by Good Sense and Company and our partners Obscura Digital, LA Made Creative, WorldStage, One Dream Sound and IATSE.

JAN 27-28 2018 | SPRING STUDIOS, NYC

Universal Music’s pre-Grammy Showcase and Afterparty featured performances by Luis Fonsi, Julia Michaels, Migos, Kacey Musgraves, 6LACK, Jessie Reyez and Logic with Alessia Cara. The annual event highlights the company’s recent accomplishments and presents high regarded artists for the coming year. A few hundred employees of the world’s biggest music company attended along with artists and members of the music press. The event hosted activations, photo ops, and A-list charity signing moments for sponsors Citi Bank and American Airlines.

A team-collaboration by Good Sense and Company. 

JULY 16-17, 2017 | FLATIRON PLAZA NYC

The EX-hibition was a 2 day outdoor pop-up exhibition showcasing sentimental possessions leftover from failed relationships. Artifacts were collected by The Museum of Broken Relationship (opened in Croatia in 2006 and LA in 2016) over time. Artifacts were displayed in custom wall mounted display cases and pedestals. The exhibition also provided attendees with the opportunity to write and hang notes they wish to send to their exes.   

A team-collaboration by Good Sense and Company. 

APRIL 18, 2017 - APRIL 30, 2017 | TRIBECA FILM FESTIVAL

Designing for the Tribeca Film Festival for the second year includes premiere screenings, Tribeca Talks discussions, and exclusive music events, and sponsor activations at the Festival Hub at Spring Studios.

I designed scenic elements for the Festival opening premiere of "Clive Davis: The Soundtrack of our Lives" (followed by a concert featuring Barry Manilow, Carly Simon, Earth Wind & Fire, Dionne Warwick, Jennifer Hudson and Aretha Franklin). I also designed scenic elements for the Festival closing for "The Godfather" and "The Godfather Part II" (followed by a conversation with the reunited cast Al Pacino, Diane Keaton, James Caan, Talia Shire, Robert Duvall and Robert DeNiro; and director Francis Ford Coppola).

I produced all the construction drawings for GSCO Tribeca Film Festival events.

A team-collaboration by Good Sense and Company. 

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FEBRUARY 5, 2017 | HOUSTON, TEXAS

This impressive structure went up in 2 days for the 2017 Superbowl.  I assisted in designing, drawing, and collaborating with the engineer to hang two Ford F-250s 10' above the ground, while framing a field goalpost for special guests to kick between.

 A team-collaboration by Good Sense and Company. 

OCTOBER 29, 2016 | DUGGAL GREENHOUSE

We are the Night was the craziest Halloween Party ever at the Duggal Greenhouse! The center structure called 'Nocturnal Awakening' was a full immersive and sensual environment integrating art, technology, and media.  

A team-collaboration by Good Sense and Company. 

AUGUST 13, 2016 | TORONTO, CA

FanFest Toronto 2016 grouped famous Youtube Creators from the YouTube world for a festival-style concert at the 16,000-seat Molson Canadian Amphitheater. The festival began with an interactive red carpet spectacle where fans met their Youtube idols and then gave way to an epic 3-hour concert.

Acts included: Superwoman aka Lilly Singh, Megan Nicole, ASAP Science, Humble the Poet, MAX, Marquese & Poppin John, Daniela Andrade, KRNFX, Sam Tsui, Kurt Hugo Schneider, LaurDIY, Ruth B, Mike Tompkins, Tiffany Alvord and Bethany Mota.

A team-collaboration by Good Sense and Company. 

MAY 9, 2016 | TERMINAL 5

A Night For NYC was a citywide celebration to benefit the Robin Hood Foundation. Anderson .Paak and Mark Ronson performed at Terminal 5, while Citizen Cope performed at Irving Plaza. For this project I conducted thorough site surveys to design the activations and scenic elements on both stages; including  producing the construction drawings and details.

A team-collaboration by Good Sense and Company. 

990 GREEN ST., SAN FRANCISCO

This 4,700 sf Russian Hill condo overlooking Alcatraz Island in the San Francisco Bay has 3 floors, 5 bedrooms, and 4 baths. The condo was gut-renovated into a contemporary oasis in just 3 months. The condo redesign shows off refinished drywall, oak floors, and custom cabinetry, new recessed lighting, shading, and an auto-controlled sound system. The lower level was transformed into a flexible guest house with a teahouse and courtyard. All the bathrooms have new tile and glass finishes, and new hardware and fixtures. The renovation encountered in-the-moment design challenges solvable only by on-site sketching and non-stop communication with the design team.

A team-collaboration by T-Design Architecture.

SEPTEMBER 2014 - MAY 2015 | INTERIOR DESIGN MASTER’S THESIS

Ornamentation can be implemented in the design of safe and secure spaces without provoking feelings of intimidation, paranoia, and distrustfulness among those who occupy the space. In Adolf Loos’s essay “Ornament and Crime,” Loos believed rejecting ornament would develop more peace, nonviolence, and moral order. The ‘People’s Consulate’ reconsiders the role of ornament to prove ornament can be a functional material structure.

 Security measures are emphasized in the consulate because it is a government building prone to attacks.  It is crucial the consulate’s workers and documents remain secure.  Close to twenty countries across the globe currently do not hold consulates in New York. The ‘People’s Consulate’ is a space these countries can rent to conduct their public administration affairs. The consulate is located at 152 E 38th St., NYC. This row house is an ideal site because it has 60’ setback from the street to protect it from car bombs.

SPRING 2015 | PARAMETRICS COURSE

Extending the Marc Newson Cappellini Chair Family through variations in number of vertical ribs, length, and seat curvature.

SPRING 2014 | INTERIOR DESIGN STUDIO

‘Fleur de Sel’ is a 4-star restaurant located at 10 Columbus Circle, NYC.  It serves fresh local seafood from ocean to shore.  Zones are designed to accommodate different dining experiences for small and large parties who come to the restaurant for different purposes (e.g. fine dining, large groups, dates, and business meetings).  Handmade custom textures are designed and manipulated to define and accommodate the functions of the zones. The textures form a wallcovering, acoustical panel, light fixture, and canopy to creating open and intimate spaces for small and large parties. Coral and food inspire the design of the surface textures and fixtures simultaneously.

SPRING 2014 | INTERIOR DESIGN STUDIO

This Music Conservatory activates students’ experience/movement through awareness of the interplay between environment and sound.

The music conservatory is inspired by The xx song, ‘Intro.’  The xx mix unintended sounds into their recordings. This conservatory encourages students and faculty to create and share original sounds by uploading their sounds to the Sound Wall. Push, pull, and slide the metal panels on the Sound Wall to hear new sounds your classmates and faculty have recorded.  The result is a sensible sound environment with inclusive musical inspiration.   

SPRING 2014 | PATTERN AND ORNAMENT COURSE

“Swamped,” inspired by the Everglades National Park, is a 3D wallpaper that creates a new interactive experience for the interior. “Swamped” is published in Deborah Schneiderman’s book, “Textile Technology and Design: From Interior Space to Outer Space,” January 2016 by Bloomsbury Academic Publishers. “Swamped” is also featured on the Pratt Institute website to showcase exemplary student work, visit https://www.pratt.edu/the-work/gallery/3d-wallpaper/. 

SPRING 2014 | PATTERN AND ORNAMENT COURSE

SUMMER 2014 | CAMOUFLAGE FUTURES COURSE

In the age of the Internet, facial recognition software, and identity theft, how can we camouflage ourselves in modern society to become unidentifiable?  In this project, I explored the notion of altering fingerprints, because fingerprints are factual measures of human identity. I 3D printed fingerprints to wear over the fingers to alter one’s identity.  By wearing the fingerprints, the wearer adopts another identity or an unknown identity. This new fingerprint set is a compilation of the fingerprints from my classmates. 

How to make fingerprints:
1. Obtain copy of fingerprint
2. Scan
3. Extrude surfaces
4. 3D print
5. Apply to finger

FALL 2014 | DUMBO ARTS FESTIVAL

This public mural for the 2014 DUMBO Arts Festival showcases patterns in the urban environment as a means to create public space through the intensification of everyday qualities and characteristics.  I approved and laser cut stencils, designed the “Leaf” stencil, led pattern generation, and assisted in painting the mural.

A team-collaboration by XS (Sarah Strauss/ Karin Tehve). Team: Dana Suster, Natalie Minott, Brittany Mariana, Eunice Kim, Alexandra Goldberg, Lining Fang, Jung In Chang, Katherine Castañeda, Umaporn Armanont, Allison Wood, and Sophia Wallace. 

FALL 2013 | INTERIOR DESIGN STUDIO

Three independent advertising agencies were merged together to form one. The new advertising agency now occupies two levels in Mies van der Rohe’s iconic Seagram Building. Occasionally public artwork may be found in the Seagram’s public plaza where people gather, chat, and dine. The main ‘office’ space evokes the exterior public plaza by designing an art gallery instead of the usual office setting. The curated artwork stimulates clients’ and employees’ intellectual and emotional levels. By bringing artwork to the workspace interior, innovation, interaction, and creativity are encouraged.  Each department’s designated ‘desk space’ is tight and uncomfortable to encourage workers to leave their desks and work in the open art gallery.

SPRING 2009 | SCULPTURE COURSE