The Bethel Woods Center for the Performing Arts is a beloved cultural institution with a storied musical history. Beginning with the Woodstock festival in 1969 and featuring talents like Jimi Hendrix, The Band, and Jefferson Airplane, in the intervening years, the Bethel Woods Center has all but secured its place in the hippie counterculture canon.

To mark the celebration of its 50th anniversary the Bethel Woods center issued a call for a poster that encapsulates and visually represents both its past and its future as a cultural institution.
To this end, I designed a series of posters, shown here, that attempt to both pay homage to Bethel Woods’ storied legacy and peek over the horizon into at its next 50 years.
In order to represent this convergence of yesterday and tomorrow I borrowed elements of the visual language of 60’s counterculture (curvy art-noveau inspired type, bright primary and secondary colors, flowers, psychedelic/ kaleidoscopic backdrops), and re-interpreted them through a more contemporary lens and with more contemporary materials and methods. The result is a voice that recognizes and reveres its past even as it looks toward an uncertain future.