Y&R Launches Maker Lab ‘Moonshop’

Y&R announced today that it is launching Y&R Moonshop, a “maker culture” lab that combines conceptual art and emerging technology with advertising. Located in Nashville, Tennessee, this new lab will foster a culture of entrepreneurialism, technology experimentation and creative making throughout the Y&R network in North America, serving as a resource for both Y&R Advertising and sister agency VML. Y&R Moonshop will be helmed by Director Matt Colangelo, with Dave Pittman serving as Creative Director, reporting into Hope Cowan, Chief Strategy Officer, North America at Y&R.  

The creation of Y&R Moonshop was inspired by 90 Days of Making, a three-month series of creative maker projects launched by Colangelo and Pittman in the summer of 2013. Working with materials as varied as 3D printers, Arduino microcontrollers, light bulbs, broomsticks and musical instruments, the duo created a unique array of products, including a wall guitar, a bust of Star Trek creator Gene Roddenberry, a robotic door handle, a musical group and a “time machine.”

“In the days of the legendary Raymond Rubicam, he challenged all future generations of Y&R employees to ‘resist the usual.’ Nine decades later, I am proud to say that Y&R Moonshop is a terrific example of how we are continuing to live up to his great vision,” said Matt Anthony, President and CEO, Y&R North America. “As technology opens up new creative opportunities at an exponentially rapid pace, it is imperative that we support new approaches to unlocking its potential.”

“Extraordinary agencies require extraordinary talent, which is why we are fortunate to have people like Matt Colangelo and Dave Pittman on our team,” said Cowan. “Matt has contributed his exceptional strategic and creative abilities to my team for the past three years, and I am thrilled to see what ideas he and Dave will bring to life in the near future.”

Colangelo has been with Y&R since 2010, when he joined the agency’s New York office after receiving a Master's degree in English Literature from Oxford. He has been involved in strategy for clients including Dell, Xerox and the US Olympic Committee. 

Pittman began his career under the mentorship of creative director and Clio Lifetime Achievement Award recipient Bob Isherwood. He has since co-founded an arts and culture magazine called Native and Moonbase, a co-working space that serves as the current home of Y&R Moonshop. 

Next month, Colangelo and Pittman will speak at SXSW, at a session entitled How to Sell Your Side Project: 90 Days of Making.