Design Matters with Debbie Millman – Episode Featuring Michael Goldberg
Podcast Information:
- Title: Design Matters with Debbie Millman
- Host/Author: Design Matters Media
- Episode: Michael Goldberg
- Release Date: March 24, 2025
Introduction to Michael Goldberg and Luna Luna
In this captivating episode of Design Matters with Debbie Millman, host Debbie Millman welcomes Michael Goldberg, the founder of Something Special Studios, to discuss his multifaceted career and the remarkable resurrection of the obscure 1980s art project, Luna Luna. Luna Luna, originally conceived by Austrian artist Andre Heller, was an avant-garde amusement park designed by some of the most influential artists of the time, including Jean-Michel Basquiat and Roy Lichtenstein. The project, which briefly existed in Hamburg in 1987, was shelved and forgotten until Michael Goldberg and his team undertook the ambitious task of bringing it back to life.
Michael’s Early Life and Career Path
Growing Up and Initial Interests
Michael Goldberg shares insights into his upbringing and early passions. Growing up in Florida with roots in New York, Michael always felt a pull towards the vibrant culture of New York City. He describes himself as someone who immerses deeply in his interests, whether it was rap music, basketball, or later, the nightlife industry.
- Notable Quote:
"I've always been somebody that when I'm into something, I'm truly very, very into it."
— Michael Goldberg [05:35]
Educational Background and Early Work Experiences
Michael attended the University of Central Florida, majoring in marketing. Every summer, he would intern in New York, gaining invaluable experience in the hospitality and nightlife sectors. His most impactful internship was with a hospitality group in the Meatpacking District, where he not only managed events featuring artists like Kid Cudi but also learned the importance of hard work, relationships, and creativity.
- Notable Quote:
"I became the first person in the office and the last person to leave at 4 in the morning every night."
— Michael Goldberg [06:54]
Discovery and Revival of Luna Luna
Uncovering Luna Luna
While exploring an obscure article on Mini Muse, Michael stumbled upon Luna Luna—a forgotten masterpiece that had been stored away in Texas for over three decades. The project, which melded art with amusement park experiences, featured unique creations like a Jean-Michel Basquiat-designed Ferris wheel and a Salvador Dali-inspired funhouse.
- Notable Quote:
"I saw these images and I was immediately just blown away."
— Michael Goldberg [25:39]
Initiating Contact with Andre Heller
Determined to revive Luna Luna, Michael reached out to Andre Heller in October 2019. Despite initial setbacks, including a pandemic-induced delay, persistence paid off when Andre’s son, Ferdinand, facilitated a connection. This led to an in-depth Zoom meeting in January 2021, where Andre shared his long-held vision and challenges in bringing Luna Luna back.
- Notable Quote:
"He was just like, who is this guy? ... It was something so charming and almost like romantic."
— Michael Goldberg [29:31]
Challenges in Reassembling Luna Luna
Acquiring the Artwork
Michael and his team, including significant investment from Drake’s DreamCrew, acquired 44 shipping containers filled with Luna Luna's artwork sight unseen. The anxiety of not knowing the condition of the art was palpable, but fortunately, most pieces were well-preserved.
- Notable Quote:
"We purchased 44 shipping containers sight unseen. So we had no idea... I definitely was beyond anxious."
— Michael Goldberg [35:55]
Reassembling the Park
Reconstructing Luna Luna was a monumental task. The team had to navigate the complexities of vintage machinery from the 1920s to the 1950s, ensuring that iconic pieces like the Basquiat Ferris wheel were not only aesthetically restored but also mechanically functional. Safety standards posed additional challenges, preventing interactive rides in the current exhibit.
- Notable Quote:
"Figuring out how to get these rides to mechanically run again... took a ton of time."
— Michael Goldberg [36:33]
Current Status and Future Plans
Forgotten Fantasy Exhibit
In December 2023, Michael and his team successfully launched Forgotten Fantasy in Los Angeles, showcasing the reassembled Luna Luna. The exhibit featured new commissions by Ponsily Creation, interactive elements for all ages, and a newly developed soundtrack blending original and contemporary music.
- Notable Quote:
"Forgotten Fantasy in Los Angeles... was an extension of the studio and the team. It was amazing to see all that work."
— Michael Goldberg [40:10]
Touring and Expansion
Building on the success in Los Angeles and New York City, Luna Luna is poised for further tours worldwide, with plans for a permanent home. Additionally, a podcast hosted by Helen Molesworth delves into the backstory and revival of Luna Luna, expanding its reach and storytelling.
- Notable Quote:
"We're getting ready for the next city. We'll be announcing that soon."
— Michael Goldberg [43:19]
Insights, Conclusions, and Notable Quotes
Persistence and Vision
Michael's journey underscores the importance of perseverance and a clear vision. Despite numerous obstacles, his unwavering belief in Luna Luna’s potential drove the successful revival of a lost artistic marvel.
- Notable Quote:
"I couldn't stop thinking about Luna Luna. It was the type of project that we really needed at a point like that."
— Michael Goldberg [32:44]
Cultural Impact and Legacy
Luna Luna serves as a testament to the enduring impact of collaborative art projects. By bringing together legendary artists and blending diverse creative disciplines, the exhibit offers a unique, immersive experience that continues to inspire and engage audiences across generations.
- Notable Quote:
"If you love art, there's something for you. If you don't know about art, I feel really confident you're going to walk away leaving Luna Luna with a big smile on your face."
— Michael Goldberg [40:29]
Future Endeavors
Looking ahead, Michael envisions Something Special Studios as a cultural force that partners with artists and brands to create meaningful, authentic engagements. The agency aims to shape and identify trends rather than merely chase them, fostering a space where creativity and cultural relevance thrive.
- Notable Quote:
"Partnering with artists whose work we admire and connect with brands who share our vision and values of engaging with culture in an authentic and meaningful way."
— Michael Goldberg [44:25]
Conclusion
Michael Goldberg's story is a remarkable blend of passion, resilience, and visionary thinking. His dedication to resurrecting Luna Luna not only revived a lost piece of art history but also set the stage for future cultural projects that bridge the past and present. Design Matters with Debbie Millman offers listeners an inspiring glimpse into how one individual's commitment can breathe new life into forgotten dreams, fostering connections and experiences that resonate deeply within the artistic community and beyond.
Learn More:
- Michael Goldberg: somethingspecialstudios.com
- Luna Luna: lunaluna.com