WIIISH (2019) by Miami-based artist and creative director Haiiileen was an immersive art and brand experience commissioned by TIDAL for Jay-Z’s Made in America Festival. The work transformed the event’s VIP environment into a multi-sensory activation merging music, light, and reflection — reimagining how audiences could experience sound through a visual and emotional lens.
Haiiileen’s signature use of iridescent materials, custom mirrors, and kinetic color lighting transformed the TIDAL activation zone into a living sculpture — a reflective wish-making space that invited festivalgoers to “manifest through light.”
Title: WIIISH (2019) — Immersive Installation for TIDAL at Made in America Festival
- Artist / Creative Director: Haiiileen
- Commissioned by: TIDAL (Roc Nation)
- Event: Made in America Festival
- Location: Philadelphia, PA
- Medium: Experiential Installation | Light Sculpture | Performance Direction
- Year: 2019
Description
The installation WIIISH was a luminous environment designed to reflect the collective energy of the festival. Through mirrored surfaces, LED refraction, and chromatic gradients, the space became a living embodiment of frequency — a moment of calm and self-expression within the energy of Made in America.
Haiiileen approached this project as a spiritual and aesthetic intersection between art and sound, creating an immersive sculptural portal that blended futuristic design with emotional resonance.
“The idea of WIIISH came from the energy of music itself — how it connects strangers into a shared vibration. I wanted to create a reflective space where that vibration could be seen.” — Haiiileen
Conceptual Framework
- Sound as Reflection: Translating the pulse of music into refracted light.
- Manifestation & Intention: Turning the act of wishing into a collective energy exchange.
- Synesthetic Design: Visualizing sound waves through layered light architecture.
- Cultural Alchemy: Merging commercial experience with fine art installation to create impact and emotion.
Installation Components
- Mirrored acrylic panels arranged in a geometric light vortex.
- Color-changing LED array programmed to match the rhythm of live performances.
- Interactive reflective wall where attendees could write and “cast” wishes in light.
- Branded soundscape blending ambient frequencies with festival energy.
- Custom visual content designed to synchronize with TIDAL artist playlists.
Artist Reflection
“This project showed me that art doesn’t lose its soul when it enters brand spaces — if anything, it amplifies its reach. WIIISH was about merging humanity and marketing through a vibrational lens.”
Haiiileen’s collaboration with TIDAL and Roc Nation during Made in America Festival represented a bold statement: that commercial installations can also be acts of creative storytelling.
Archival Significance
- Marks Haiiileen’s first national collaboration with TIDAL (Roc Nation) in 2019.
- Expanded her immersive art language into festival-scale commercial activations.
- Demonstrated early integration of brand partnership and artistic authenticity.
- Precursor to later collaborations (Purple Rain Commission for TIDAL, 2020).
- Documented as part of the artist’s growing exploration of sound, light, and emotional resonance.
Archival ID: H2019-WIIISH
“Every wish is a vibration. When we make it visible, we remember that we’re already part of the sound.”