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ABOUT Q4
- People no longer want to pay for media. They want free movies, free TV, and free games. But people are happy to spend money inside the media experience (i.e., "freemium content"). Our mission is to bring excellence to virtual goods and freemium transactions.
We do this by creating direct-to-consumer digital products and experiences through per-project/product collaborations between various industries with a focus on fashion, gaming, interactive, and retail.Our founding partners' collective skill sets and leverage are drawn from years of experience in fashion, gaming, agency representation and licensing, and venture capital.
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GAGA CONSTELLATION
- GAGA + Nicola Formichetti + Barneys New YorkQ4 proudly presented “Gaga Constellation,” an interactive installation by Nicola Formichetti viewed at Barneys Madison Avenue from December 2, 2011 through January 2, 2012. As part of Lady Gaga’s Holiday Workshop, the installation married a film directed by Tim Richardson and an interactive experience that allowed users to tweet their wishes into the Constellation and see them appear alongside Gaga in the heavens—all displayed on a seamless array of laser crystal panels, provided by Prysm. Tim Richardson’s film, “Gaga Constellation” was set to Lady Gaga’s “Bloody Mary” remixed by The Horrors. Using the hashtag #gagastars, users sent deeply personal and moving wishes into the Constellation, including:
- “I wish that one day I can come out to my parents and they would accept me for who I am #gagastars”
- “#gagastars I lost my mother to cancer last Feb. She was a HUGE gaga fan. My wish is to see my mother in heaven. She was my Mother Monster”
- “I wish I could tell Gaga how she saved me :)”
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CCP x NICOLA FORMICHETTI
- EVE Online + Zombie Boy + Nicola FormichettiOur first project was a collaboration with online gaming giant CCP and Nicola Formichetti, a Q4 Partner and Creative Director at MUGLER, wherein Zombie Boy (aka Rick Genest, the tattooed model and performer for MUGLER’s fall 2011 campaign) was digitally recreated and rendered into the gaming environment of the award winning MMO, EVE Online. Digital fashion pieces were designed by Formichetti for Zombie Boy which were then showcased on an interactive digital display within Formichetti’s pop-up shop during New York fashion week in September 2011. The virtual garments were delivered to EVE Online for auction within the game’s virtual store, with proceeds dedicated to charity.
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Q4NYC GALLERY
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PRESS
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OUR TEAM
MARY LEE Partner
Mary Lee is the world’s first digital fashion editor and co-founder of Q4. From years of working as a stylist in the fashion industry and trend forecaster for WGSN to creating the award-winning fashion blog, TwistedLamb, Mary has always paired her two loves: fashion and technology. Before founding Q4, Mary spearheaded a revolutionary initiative at CCP Games, where she led a design team of top talent to develop entire collections for the upcoming game, World of Darkness.
NICOLA FORMICHETTI Partner
Nicola serves as the Creative Director for the French fashion house MUGLER, stylist of and collaborator with Lady Gaga, the fashion director of Vogue Hommes Japan, as well as contributing editor to V Magazine, and is a fashion director for the clothing company Uniqlo.
KEVIN KOLLENDA Partner
BROOK ARMSTRONG Partner
Brook Armstrong has over thirteen years of venture capital experience and start-up operation, working both in-company and within VC/financing. Working as a Senior Associate in venture capital, Brook supported and lead the financing (both seed- and first-rounds) of a set of companies across a range of industries, including medical devices, consumer software, green tech, and consumer hardware. Independently, he has advised and structured the financing of seed- and partnership rounds of companies operating in hospitality, dining, software, and retail. Brook holds a BA, magna cum, from Columbia University.
