The Forbidden Gift Shop
Mercado Livre · 2024
2 awards: Cannes · Clube de Criação
Strategic insight
The LGBT community sustains itself through mutual support and music as identity. By making the community the active agent in funding cultural space—not recipients of charity—the work reframes commerce as collective action.
The Format
An interactive music video functions as both storefront and museum tour. Hoverable artworks within the performance become live shopping links, collapsing the distance between cultural experience and transaction. The format itself makes the connection between art preservation and purchase visceral.
Business Result
5 million visitors to the gift shop; all souvenirs sold in under 30 minutes. The museum secured enough funds to reopen on May 24th after months of closure. The store remained open as a permanent fixture on Mercado Libre's platform, enabling national distribution managed by the museum.
