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Prime Time: TRADEMARK™

About the Program

Virgil Abloh hosts and coconceives a unique version of the museum’s signature late-night takeover event, Prime Time.


MUSIC PERFORMANCES, designed with Vic Lloyd and Virgil Abloh

  • DJ Pharris
  • HXLT

Vic Lloyd with special guests


  • Modify yourself and your stuff in an homage to Virgil Abloh’s “three percent design philosophy” of remixing existing elements to create something new and extraordinary.
  • Modify your merch with screenprint logos and designs in “Workshop,” a lab designed and facilitated by the Teen Creative Agency. Blank t-shirts and totes provided.
  • Modify your money with a Harriet Tubman stamp makeover for your $20 bill.
  • Modify your body with custom airbrush tattoos.


  • Dice Game by Jacklynn Kelsey offers 5' illuminated cubes for visitors to stack and sort in the museum's sculpture garden
  • Move Together by Brendan Fernandes prompts participants to create movements alongside professional dancers

Celebrate the ways Chicago's creative community comes together with DJ Vic Lloyd headlining and producing a live experience in the museum's main atrium featuring DJ Pharris, HXLT, and cameo performances by Chicago-based artists. Attendees are invited to participate in artist-led, hands-on immersive projects and have special late-night access to the exhibition Virgil Abloh: “Figures of Speech” with its accompanying pop-up store "Church & State." Cocktails and food are available for purchase throughout this exclusive evening.


This event is 18+.


Prime Time is generously sponsored by:

[MKIFMY]( "Read more about MKIFMY")

MCA Book Design. March 12, 2019. "PERSONAL COPY" Louis Vuitton HQ, Paris, France.

Photo: Hanna García Fleer


This event has been canceled.