Michael Goldberg, Founder and CEO of Something Special Studios, is a creative powerhouse behind brand-building and cultural experiences. He shares insights about the fascinating revival of Luna Luna, the world’s first art amusement park created by legendary artists like Salvador Dali. Michael recounts his journey from nightlife to entrepreneurship, highlighting key lessons in relationship-building. He also discusses the complex process of reviving a unique art experience while emphasizing the importance of authenticity in creative collaborations.
Michael Goldberg's dedication to reviving Luna Luna involved meticulous restoration and collaboration with Andre Heller to honor the original artistic vision.
The reimagined Luna Luna offers an interactive experience that blends art, performance, and community engagement, appealing to both art lovers and new audiences.
Deep dives
The Fascination with Luna Luna
Luna Luna was an innovative art project conceptualized in the late 70s by Austrian artist Andre Heller, designed as an amusement park populated by rides and attractions created by renowned artists like Jean-Michel Basquiat and Salvador Dali. Although it opened in Hamburg in 1987 and successfully drew in around 300,000 visitors, the venture faced financial challenges and closed shortly after its debut. The creative vision behind Luna Luna was rooted in making art accessible to the public by engaging them through interactive experiences with art that could be both visually exciting and physically participatory. The original project was shrouded in obscurity for decades until a team led by Michael Goldberg began to rediscover and reconstruct its extraordinary legacy.
The Resurgence of Luna Luna
Michael Goldberg, who founded Something Special Studios, played a significant role in resurrecting Luna Luna after discovering it in storage containers in Texas that had been untouched for over 35 years. He initiated the effort to bring Luna Luna back to life by reaching out to Andre Heller with a proposal for a modern iteration of this artistic amusement park. Their collaboration ultimately led to the acquisition of the artwork, which required careful restoration and reassembly due to the condition it had been in for so long. With considerable passion and commitment, the team worked to ensure that the project honored the original vision while also appealing to contemporary audiences.
The Artistic Experience of Luna Luna
The revived Luna Luna offers an immersive experience where guests can interact with the artworks, such as stepping into pavilions inspired by notable artists instead of merely viewing them as static displays. The exhibition incorporates performance elements, including live artists and performers who engage with visitors while a curated soundtrack enhances the overall environment. Luna Luna aims to create a space where both art enthusiasts and newcomers can appreciate the melding of creativity and playfulness, fostering connections across different audience demographics. Beyond simply providing entertainment, the experience is designed to spark joy and provoke thought about the intersection of art and culture.
The Future of Luna Luna
As Luna Luna continues to tour, plans are in place to expand the exhibition to new cities, allowing a broader audience to engage with this unique historical art concept. The project not only celebrates the original creative vision but also strives to adapt to the modern context, ensuring its relevance for diverse communities today. Additionally, a companion podcast titled 'Luna Luna Forgotten Fantasy' has been launched to share insights and stories from the creative journey of reviving the exhibition, providing an enhanced understanding of its artistic legacy. The overarching goal remains to keep the magic and nostalgia of Luna Luna alive while introducing new audiences to this extraordinary blend of art and amusement.
Michael Goldberg is the Founder and CEO of Something Special Studios, a creative agency building brands, campaigns, and experiences designed to shape culture. He joins to discuss his multifaceted career and a recent creative endeavor, Luna Luna: Forgotten Fantasy, a spectacular second showing of the world’s first art amusement park.
