SUMMIT AIR

SUMMIT is a groundbreaking three-level multi-sensory art destination in the heart of New York City, offering visitors an immersive journey into the world of contemporary art and culture.
Client
SUMMIT & Firefly
Date
October 2021
Services
Art Direction | Car Wrap Design
Objective:
SUMMIT, a three-level multi-sensory art immersion destination situated in the heart of New York City, sought to orchestrate an impactful campaign to mark the grand unveiling of their latest exhibition, "AIR." In this fiercely competitive New York art scene, our primary aim was to ignite anticipation and foster intrigue among art enthusiasts and city dwellers.
Photo of Summit Tower
Passenger side of vehicle wrap for Summit campaign. Rear side of vehicle wrap for Summit campaign. Driver side of vehicle wrap for Summit campaign.
Solution:
To meet this challenge, we conceived an innovative campaign that entailed the transformation of ten vehicles into mesmerizing floating mirrored globes, inspired by the essence of the "AIR" exhibition. Each vehicle featured interactive elements, housing miniature versions of the exhibition's globes for passengers to engage with during their journeys. This strategic fusion of art and mobility was designed to captivate onlookers and enhance the exhibition's reach in a crowded market.
Photo 1 of Summit campaign in the wildPhoto 2 of Summit campaign in the wild
Outcome:
Our campaign achieved remarkable success, creating a wave of anticipation and fervor for the "AIR" exhibition. The eye-catching vehicle wraps and immersive elements drew widespread attention, making the exhibit more accessible to a broader audience. The fusion of art and mobility delivered an unforgettable and engaging experience, leaving an indelible impression on potential visitors. This campaign effectively bridged the gap between art and the urban landscape, cementing SUMMIT's reputation as an innovative and influential player in the New York art scene.
Photo 3 of Summit campaign in the wild