client : peanuts WORLDWIDE
project : GLOBAL ARTIST COLLECTIVE
EXHIBITION DESIGN / GLOBAL ACTIVATION / RETAIL INTEGRATION / DIGITAL CAMPAIGN / PRODUCTION
MMD led the creative development and global rollout of the Peanuts Global Artist Collective — a multi-city initiative uniting seven internationally recognized contemporary artists in reinterpretations of Charles M. Schulz’s iconic characters.
Spanning North America, Europe, and Asia, the program translated Peanuts into large-scale public art, immersive installations, retail environments, digital displays, and licensed product collaborations.
From monumental murals and floating digital screens to a life-sized Snoopy doghouse installation at Galeries Lafayette Paris and retail activations at STORY in New York, the initiative bridged cultural institutions, commercial platforms, and public space.
The project was awarded Best Licensed Collaboration at the 2019 Las Vegas Licensing Awards.
Across cities including New York, Paris, Berlin, Seoul, Tokyo, Mexico City, and San Francisco, the Collective generated global press, millions of digital impressions, and significant on-the-ground engagement — reaffirming Peanuts’ cross-generational cultural relevance.
Dozens of oversized, Snoopy-inspired dog bowls designed by world-renowned artist Rob Pruitt dotted the sidewalks of Chelsea in September 2018, providing neighborhood pooches an opportunity for a water break, while their two-legged companions can drink in the next wave of amazing peanuts-inspired public art. Groundbreaking retailer STORY also was participating in the Peanuts Global Artist Collective as the first NYC retail home of the project, featuring a wide variety of exclusive merchandise!
Berlin
The Mitte District is the eye of the art-storm with multiple digital displays in the heart of the city.
PARIS
Nina Chanel Abney makes her mark in the art-filled 10th Arrondissement, Canal-side, on Le Citizen Hôtel façade.
Acclaimed French visual artist André Saraiva teamed up with the Peanuts Global Artist collective to launch a physical pop up space at Galeries Lafayette Champs-Élysées in Paris, France. The joint effort features a life-sized installation of Snoopy’s dog house alongside exclusive prints and merchandise. Saraiva’s ubiquitous Mr. A character is observed across the collaborative offering spanning T-shirts, tote bags, pins, and select headwear. Altogether, the presentation pays homage to legendary Peanuts creator, Charles M. Schulz.
SEOUL
The Global Artist Collective touches down at the Jamsil Lotte World Mall (Songpa District) on giant floating digital screens. Featuring Robb Pruitt.
TOKYO
The Snoopy Museum Tokyo in Roppongi hosts a special exhibition that is reflected with digital screens in the fashionable Shibuya.
SAN FRANCISCO
Dazzling digital murals enliven the downtown area to showcase the artistic brilliance of the Peanuts Global Artist Collective.
SAN FRANCISCO
Dazzling digital murals enliven the downtown area to showcase the artistic brilliance of the Peanuts Global Artist Collective.
At the shopping center Reforma 222 in Mexico City the Peanuts Global Artist Collective unveiled a 10-feet by 12-feet sculpture by Assume Vivid Astro Focus (AVAF) featuring recognizable scenes from the comic book series, such as a typewriter atop a doghouse. The sculpture will remain on view at Reforma 222 and then it will be divided into several sections and displayed at four other shopping malls around the city (including Parque Lindavista, Parque Tezontle, Parque Las Antenas and Parque Toreo).
