Last week computer giant, Dell, decided to challenge Apple’s dominance over the creative sector laptops with a novel way to launch their new XPS 14z laptop. The brand enlisted the support of LA-based creative think tank, Super! Alright! to create a three day exhibit at Openhouse Gallery, New York called Create, Work, Inspire. Tastemakers from the worlds of design, fashion, film and architecture stopped by for workshops, nightly mixers and screenings and were given the chance to interact with the new line of Dell product in a creative and organic environment.

Was this just yet another Pop Up? Yes, it was, but Openhouse Gallery is the New York pop-up space located in the heart of downtown Manhattan and has hosted some spectacular Pop Ups previously, with the likes of Park Here, 201 Mulberry skate park, The Big Cheesy and Play Beautiful. Dell built their Pop Up with walls on wheels, meaning the sleek minimal white wall design didn’t stay the same from day to day, with ‘rooms’ changing shape regularly.

Create, Work, Inspire therefore, provided an opportunity for local artists to show their creative processes and practices and of course, get up close and personal with Dell products. The gallery was also open to the public and to any artist who wanted to work, share thoughts and collaborate beside others in a creative environment. Despite its obvious brand sell, it provided a brilliant emphasis on the importance of community and creative exchange.