Wallplay was founded in 2013 at 118 Orchard street with art billboards, digital screens and a two floor mixed reality exhibition space. We have since relocated to NEW INC, the first museum led tech incubator in partnership with The New Museum.

Read about our company mission here.

We are creating the change we want to see.

Laura O'Reilly

Founder | CEO

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Wallplay was founded by Laura O’Reilly, a pioneer of crossover markets with over 10 years of experience as a creative director working with clients in art, music, tech and advertising. As a curator who has produced over 30 exhibitions in NYC, Laura develops a passionate and innovative strategy for every project she connects artists, spaces and technologists on. With roots in the NYC art world, tech and music scene Laura began her career when she was seventeen. Starting with Deitch Projects in 2004, she went on to become associate director of The Hole, where she led brand partnerships and produced immersive gallery installations with Fabiola Beracasa and Kathy Grayson.

Laura has curated exhibitions featuring Tom Sachs, Jean-Michel Basquiat, Fab 5 Freddy, Lina Viktor, Anton Perich, Natalie White, Evan Yee, Charlie Ahearn, LA-2, Sharp and many others. O’Reilly has also led creative strategy on successful experiential activations for brands such as Infiniti, KIA, Jack in the Box, Mountain Dew, Cole Haan, Ketel One Vodka and has consulted on sponsored activations for ASAP Rocky, Complex Media, DIOR, Playboy, Nike, XL Recordings, Sony Records, Hatsune Miku, Wu-Tang brand, and Universal Music Group.

A native New Yorker who grew up in Manhattan, Laura attended Fiorello H. LaGuardia High School of Music & Art and Performing Arts for drama, acted in national commercials, was an all-city basketball player and a Presidential Scholar of the Arts. An alumni of Purchase College, Laura graduated Magna Cum Laude with a degree in New Media, while she ran Gallery 151 on the Bowery releasing music projects as experiential art exhibitions.

Alessandra DeBenedetti

Co-Founder | CCO

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Alessandra De Benedetti is the creative wildchild of Wallplay. Laura O’Reilly (Wallplay CEO) & Alessandra are first cousins and began working on Wallplay when they were toddlers. As a creative strategist, designer and liaison between artists and brands Alessandra has helped create and manage collaborations and activations for clients such as The Strokes, Complex Media, Mountain Dew, Infiniti, Jack in The Box, KIA,, Jakprints and Small Girls PR. Prior to Wallplay, Alessandra worked with over 100 emerging and established artists as the Creative Director at Rox Gallery, where she developed visual strategy and marketing materials for all exhibitions.

Beginning her career in visual communications at the age of 19, Alessandra partnered with an independent publishing house focused on releasing over 20 debut titles of established visual and musical artists that were distributed in bookstores, museums and institutions throughout the US and Canada. She has sinced collaborated on creative projects with Harper Wave, Vans, The New Museum, PowerHouse and more. Over a nine year span, Alessandra’s work and influence has reached virtually anywhere subculture exists. Calling three continents home-base, she has amassed an invaluable network of creative talent (and stories) along the way.

Eloise Jacobs

Partner | Director of PR & Brand Partnerships

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Eloise is a creative strategist, brand-artist matchmaker and full-time legend. Prior to wallplay, Eloise was the Co-founder of New York based PR and Marketing agency; OWNIT PR. There she enabled over 20 corporate lifestyle, luxury, hospitality, and fashion clients including The Surf Lodge, Casa Malca Tulum, Pravda, Willow Road, Armani, Full Moon Festival and WTRMLN WTR to participate successfully in the US & International market through the development and execution of strategic influencer marketing, communications and sponsorship strategies. With deep roots in both the artistic and entrepreneurial communities in New York and internationally, her rolodex is worth its weight in gold along with her longstanding relationships with CMOs, brand directors, and creative talent alike. Leaving the full-time PR world, Eloise has dedicated her efforts to Wallplay’s mission of creating more meaningful collaboration opportunities between brands, technologists and artists.

Rick Kleczkowski

Partner | Senior Advisor

Rick Kleczkowski is leading the development of measurement & reporting tools for Wallplay’s marketplace and provides invaluable advisory services to the tech startups signed to Wallplay’s marketplace. Prior to Wallplay, Rick partnered with Nicola Formichetti, famed Lady Gaga Creative Director and current Artistic Director at Diesel, to launch Nicopanda, a gender neutral designer apparel and accessories brand targeted to Millennials. Rick was Co-founder and COO of Digital Broadcasting Group, a content company specializing in the creation, production, syndication and monetization of online video. Digital Broadcasting Group was acquired by Alloy Digital in 2013 with top line revenue exceeding $25M. At Digital Broadcasting Group, Rick was responsible for Operations, Account Management, Finance, Administration, and HR.

Leading up to the funding and launch of Digital Broadcasting Group, Rick was VP, Rich Media and Video Sales at DoubleClick where he managed sales team integration post Doubleclick’s acquisition of Klipmart and was responsible for driving exponential revenue growth year over year, all leading up to and through Google’s acquisition of Doubleclick. Prior to DoubleClick, Rick ran global Sales and Business Development for Klipmart, joining in 2003.

Rick cut his teeth in digital at and 24/7 Media, having transitioned from ten years in financial services working at Lehman Brothers and Credit Lyonnais in Institutional Sales. Rick received his B.S. in Finance at Rutgers, The School of Business and is fluent in Portuguese having spent three years living in Sao Paulo, Brazil.

Jessica Johnson

Director of Business Development | Miami

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Jessica began her career as a Public Affairs Account Executive at Gordon Reyes in Miami, now Seth Gordon Initiatives, representing clients such as The Related Group, Microsoft, GenArt, and Terra Group. As an industry leader, she specializes in assembling highly effective teams while scouting progressive artists. She creates and implements advanced development strategy leveraging key industry relationships with a keen understanding of a myriad of segments, from VCs and technology startups to Fortune 500 companies. Jessica’s most prominent projects have included New York Fashion Week, Art Basel Miami Beach, Coachella Valley Music and Arts Festival, and Music Loves Fashion. Her campaigns have been featured in publications ranging from The Wall Street Journal and BBC to VICE and US Weekly.

Samuel Mlodozeniec

Developer | Director of Technology

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Samuel is a native New Yorker who is heavily influenced by his artistic upbringing. Samuel's approach is inspired by Bucky Fuller's definition of the Comprehensive Designer. Samuel build's projects from the ground up - taking them from idea, through design, into implementation, maintenance and promotion.

Over a five year span, he has worked on and developed applications for iPhone, Web, & Amazon Echo in verticals including Game Design, Active Aging, E-commerce, and Marketing & Social Networking. Samuel has built and seeks to constantly integrate new creative technology into Wallplay’s repertoire.

Daniel Clark

Art Director | Lead Designer

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As Wallplay’s Art Director, Daniel Clark oversees the creation of all visual materials for design clients and for Wallplay. Clark brings several years of working experience developing branding for startups, print, motion, film and digital media in both freelance and studio environments. Among many projects, Clark has developed branding for Canal Street Market, Rabble and Wallplay itself. He has produced compelling work for a diverse range of clients including Nitemind, Canal Street Market, Spearhead Chicago Magazine, Complex Media, HGU New York Hotel and was Art Director on the award-winning short film Chocolate Cake. He is heavily involved in NYC’s underground music scene, producing many zines, album art and posters. Daniel Clark studied at Purchase College’s School of Art & Design.

Zoë McGee

Content Manager | Creative Development

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Zoë McGee is a graduate of NYU’s Gallatin School of Individualized Study, focusing specifically on collaborative spaces that have served as platforms from which artists create, connect, and share art. As Wallplay’s content manager, Zoë continues her dedication to collaborating by managing artist relations and developing content for the talent roster on Wallplay’s online experiential marketplace. With Wallplay she has worked on a wide range of projects, whether it be creating exclusive content or supporting production, including CVRTAIN a VR Experience with PS 122, HGU New York Hotel programming, exhibitions hosted by Gallery 151, and Wallplay’s publication POST FUTURE.

Prior to Wallplay, Zoë worked with a handful of printed publications including Elle, Steadfast Magazine, and Under the Influence (UK) for which she has either created or assisted in the development of editorial features. She enjoys reworking her own eye, writing and art into new contexts and some past projects include curating a group art exhibition at Chinatown Soup in LES and creative directing and producing half a dozen editorial spreads for Steadfast Magazine. Her own writing and art have been featured in POST FUTURE, Steadfast Magazine, Confluence, The Gallatin Review, and Gallatin Galleries.

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