Bring Hone Health’s “Funeral for Midlife” to life as a bold experiential activation that challenged outdated language around aging and positioned Hone as a cultural challenger in the longevity space. Taking over Grand Central Terminal, the experience invited New Yorkers to symbolically retire ageist labels and rethink aging as a period of vitality, possibility and extended health.

THE EXECUTION

Created a visually striking installation centered around an open MIDLIFE casket and interactive Bury a Word ritual, inviting guests to lay outdated age labels to rest

Extended the experience with a Shot of Life juice bar, photo moment and educational touchpoints connecting the conversation back to Hone Health and healthier aging

Managed the fabrication, production and on-site execution, bringing the provocative concept to life within one of NYC’s busiest destinations