Gelato is partnering directly with Frank "Fraver" Verlizzo and Broadway Cares/Equity Fights AIDS to ensure that high-quality prints of these unearthed posters are available to theatre-lovers across the globe.
Without owning any physical assets, Gelato is rethinking the digital fabrication of customized products on demand and and the way individuals can make a livelihood through ecommerce and grow their business. Because products are made locally and in the location closest to the recipient, delivery is faster, and costs, waste and carbon emissions are reduced.
Henrik Müller-Hansen, Founder and CEO of Gelato, comments:
”Posters linked to the world of entertainment and performing arts are a cornerstone for many of the ecommerce sellers who use Gelato. Theater has the power to stay with you, and people often look for mementos which remind them of the songs and performances well past their brief time in the stalls. Our platform enables us to utilize the heritage of the world’s most famous theater district to help those affected by its shutdown. To Gelato, this project goes far beyond Broadway. Unlocking the power of our network to support the creative community in a time when we need it the most, is an incredibly rewarding manifestation of our vision to enable people to share their creativity in an eco-friendly way.”