Society Awards

Society Awards x Mint Museum

The art of luxury awards

Rethinking Recognition

When an organization prioritizes excellence, it often establishes an awards program to recognize outstanding achievements. However, for those truly valuing the significance associated with such honors, Society Awards delivers a transcendent experience through bespoke trophy creations. In a groundbreaking collaboration with the nationally acclaimed Mint Museum, we proudly curated, "Beyond the Red Carpet", the first-ever exhibition of its kind that showcases awards as not just objects, but as fine art, cultural icons, and corporate masterpieces.

This exhibition defied the conventional notion of awards solely within entertainment, showcasing trophies spanning diverse industries and cultural genres. It celebrated the universality of recognition, offering a glimpse into the myriad paths to success, inspiring each individual to strive for their own pinnacle of achievement.

BEYOND THE RED CARPET

BEYOND THE RED CARPET

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Just as a painter communicates through a brushstroke, these iconic awards symbolize far more than recognition. They serve as testament to the meticulous artistry that defines them, standing at the heart of the exhibition

The Exhibition

Founded in 1936, the Mint Museum is the first art museum established in North Carolina and is the nation's foremost craft museum with over 35,000 objects in its permanent collection. With an emphasis on contemporary art, more than 150,000 patrons annually visit the Museum, including 22,000 school children. Our partnership on this program furthered the Mint's endeavors to support local, diverse and upcoming artists.

The Mint Museum Uptown building in Charlotte, North Carolina
Trophy vitrines along the exhibition wall

Across 3-months, the exhibition celebrated the extraordinary essence of our clients' awards programs, elevating them to a stature befitting museum display and highlighting the unprecedented collaborations with artists and designers.

Amidst a dazzling array of fine metals, visitors viewed a unique Kehinde Wiley masterpiece, crafted by Society Awards for MTV's 40th anniversary of the Video Music Awards, alongside a collaborative reproduction of Jeff Koons' iconic "balloon" rabbit sculpture for the National Arts Awards, and adjacent to this century's most culturally significant awards program: the YouTube Creators Awards. While many of these prestigious accolades are solely reserved for our clients, their recipients, or televised ceremonies, the public was granted a rare glimpse into the artistic intricacies that underpin them. Yes, even MrBeast was included.

Beyond the Red Carpet campaign still — trophy in a red gown
Golden Globe trophy in a lit vitrine at the exhibition

One Show, Six Distinct Categories

As part of our curation of 165 iconic trophies, we organized them into six distinct categories. A glimpse of our extensive portfolio, this arrangement provided attendees an opportunity to perceive a selection of awards through both an artistic and educational perspective. Each category evoked curiosity by highlighting the choices that go into the design of an award. From the bold choice of materials and varying sizes to the interplay of movement and color, every trophy eloquently encapsulated the essence of its respective awards program or organizational ethos.

Notable — trophies designed with notable artists

A collection distinguished by the collaboration with a notable artist in the design process.

  • Kehinde Wiley
  • Calder
  • Jeff Koons
  • Trova
  • Tristan Eaton
  • Ruben Toledo
The Makers — trophies recognised for craft and design

This category recognizes the meticulous attention to craft and design.

  • AVA Digital Awards
  • SOCAN Trophy
  • Hermes Creative Awards
  • Television Academy Honors
  • Awards
  • The Century Crystal collection by Society Awards
Unexpected — trophies that redefine expectations

These awards were designed to pleasantly surprise and redefine expectations.

  • BMW
  • Chick-fil-A
  • Taco Bell
  • Nickelodeon Kids Choice
  • Snapchat
  • American Welding Society
Creators — trophies for the YouTube creator community

These celebrates the extraordinary contributions of YouTube creators and their community.

  • MrBeast
  • T-Series
  • Baby Shark
  • The YouTube Works Awards
  • Pewdiepie 50 Million Subscribers
  • MLB Player of the Game
Sports — trophies of iconic sporting events

A collection that highlights the skills and competitions of iconic sporting events.

  • USA Track & Field
  • NHL
  • USA Swimming
  • ESPY Awards
  • SheBelieves Cup
  • Don Shula Awards
Fame — trophies of culturally significant programs

This category celebrates culturally significant achievements and their profound impact on society.

  • MTV Moon Person
  • Emmy Award
  • Golden Globes
  • Dancing with the Stars
  • The Voice
  • American Music Awards
Exhibition app — category screen
Exhibition app — points of interest screen
Society Awards neon sign on the exhibition rose wall

Enhanced Experience

To truly go beyond the red carpet, our aim was to offer a deeper understanding of the rich history and significance behind our clients' prestigious award programs. To achieve this, we developed a mobile app, enabling visitors and the wider public to explore the craftsmanship and cultural importance embedded within these iconic awards.

Going Beyond

The launch of our advertising campaign marked a pivotal moment in spotlighting the significance of these iconic awards. Utilizing a vast array of advertising platforms such as billboards, a takeover of the highest trafficked areas within the Charlotte Douglas International Airport, rail advertising, and unique out-of-home assets like the breathtaking two-story 4K screen within the Legacy Union building, we amplified the allure of these esteemed accolades.

Campaign image — figure in a gown holding a trophy on the red carpet
Beyond the Red Carpet signage along an airport walkway
Charlotte Douglas International Airport
Exhibition banner over an airport escalator

The creative evoked a sense of intrigue personified by a beautiful figure inviting individuals to explore beyond the red carpet. We underscored the inseparable bond between individual achievement and the iconic acknowledgment they received—a union deserving of the finest artistry. We beckoned individuals to explore beyond the surface glamour, unveiling the deeper personal connection and ultimate expression of greatness embodied by these awards.

Beyond the Red Carpet billboard against a blue sky
Legacy Union 4k Screen

Press

National and industry outlets showcased the unique concept, highlighting both the captivating marketing campaign and the groundbreaking display itself. This coverage not only celebrates the exhibition, but also reaffirms our position as a leader in artistic innovation and design excellence. It reinforced the very reason Society Awards exists: to elevate the honor and showcase a luxury trophy as an aspiration many can dream of but few can achieve.

view all press
David Moritz beside a trophy vitrine Good Day LA

CEO, David Moritz, Showcases
Awards Exhibit

with Ashley Dvorkin

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Trophy vitrines under a chandelier at the exhibition Surface

Society Awards Pulls Back the
Curtain on the Artistry of Awards
Season

by Jenna Adrain-Diaz

read article
Guests at the opening night rose wall

Opening Night
Raises the Bar

The opening night party aimed to dazzle, and it did so with resounding success. Drawing attendees from across the globe, many of which were representative of the organizations whose awards were being showcased in the exhibit. The red carpet entrance set the stage for an evening of glamor and artistic indulgence, with faux paparazzi capturing the excitement of guests upon arrival. A stunning rose wall awaited at the entrance, offering a captivating backdrop to capture the essence of the night.

Guests with champagne beside a display case
Guest in the gallery beside a lit vitrine

Inside, guests wandered through the gallery, encountering an array of beverages, including individual Moet bottles. The atmosphere pulsed with energy as guests navigated through the camera flashes and the DJ's beats, creating a harmonious soundscape. Following that glamorous evening affair - covered in numerous society pages - the energy never let up. The opening night party was just the prologue.

Guests toasting at the opening night party

The Cultural Resonance
of Awards as Art

"Beyond the Red Carpet" shattered attendance records, captivating audiences worldwide with its mesmerizing display of art, culture, and iconic recognition. This exhibition not only highlighted the artistic excellence of awards but also cultivated a profound appreciation for the people and accomplishments they symbolize. This groundbreaking exhibition leaves a lasting legacy, elevating the cultural appreciation of Society Awards as Art.

Exhibition gallery with vitrines along the red carpet

Recognitions

2024

Hermes Creative Awards The Stevie Awards

Credits

Creative Director: Ming Lam
Public Relations: Anna Stallmann Communications
Event Planning: David Klingel
Video Production: Elements Studio, Deon J Photography
Photography: Olly Yung, Heather Ison

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