What will Main Street, USA look like in the future?
That’s the question our Senior Creative Producer Wyatt Closs, of Big Bowl of Ideas posed for our partners at Define American as we began dreaming up their presence at VideoCon—a massive annual gathering where social media influencers come together to learn, connect, and amplify stories that shape culture.
Define American was hosting an event at the conference to engage influencers around immigrant narratives—challenging the myths, celebrating the lived experiences, and expanding the way we tell the story of America. Our job was to help make that message unforgettable.
Together, we imagined something bold: an immersive artful installation that redefined the idea of “Main Street” as a space where all cultures belong and coexist together
This immersive reimagining of Main Street USA showcases the vibrant, immigrant-driven storefronts shaping America’s future. It celebrates the color, creativity, and community of small, family-run businesses—alive with personality and cultural pride. By placing diverse neighborhoods side by side, the project envisions a unified, interwoven future built on mutual respect and shared belonging. It’s a counter to the romanticized ‘Mayberry’ of America in the 1960s (related to a place in which Wyatt grew up as a child in North Carolina).
Over the course of three months—March through June—our team at Big Bowl of Ideas got to work designing and building Main Street USA 2050: a 8′ h x 20′ w multi-sensory experience staged on the rooftop of the Hilton in Anaheim.
But this wasn’t your typical small-town strip.
Our Main Street featured an Indian spice market, a Vietnamese-owned donut shop, a Mexican taco stand, a Muslim mosque, and—rounding out the block—an Irish Fish & Chips spot. Each storefront pulsed with texture, flavor, and meaning. Together, they told a truer story of who we are as a nation.
What We Did
Big Bowl of Ideas led the creative direction, artist engagement, execution, and manufacturing logistics. We obsessed over every detail—from custom signage to spice containers and donut pickup service windows—to ensure each element felt grounded and alive. The installation was designed not just to stand out, but to stand together—as a unified, joyful portrait of America’s cultural abundance.
There were multiple versions of the concept that we developed, but we landed on one in which Wyatt dubbed ‘Monochromatic x Cultural Patterns’ which represented an evolution in thinking as we kept layering. The monochromatic part was easy, but layering it with multiple tones and textures of the same color was not. In addition, we did research on cultural patterns for a given community that were commonly found but not for a storefront or building’s skin. So, the Indian spice market was based on sari patterns. The ‘skin’ of the mosque building was based on Moroccan tile art. The pink of the donut shop was a nod to the use of pink donut boxes commonly found in Los Angeles. It all added up to a colorful, eclectic and authentic display.
The Impact
The response from influencers and attendees was immediate—and moving. The installation sparked conversations, Instagram moments, and delight. The team at Define American told us:
“We are so grateful with how it turned out—it elevated our event beyond what we were hoping for.”
Why It Mattered
Main Street 2050 wasn’t just a photo backdrop. It was an invitation: to expand the way we see one another, to challenge narrow definitions of “American,” and to celebrate the vibrant mix of cultures that make up our everyday lives.
Because when we start to truly have a vision of the America we want to see and embrace, we start to live it, with ease; an everyday occurrence.
