In this installment of “6 Things” I explore the joys of doing it in public. There's nothing I like better than some PDA. I'm talking about Public Displays of Art, of course. In my last blog, ("What the F...antastic!"), I made pithy and insightful remarks on the power of using unexpected experiences to engage the consumer. The following items are primarily art for art's sake, but it's not hard to draw conclusions to how similar installations can be used to grab the public's attention. It only takes three little words to demonstrate success, "Made you look!"

Antony Gormley: Event Horizon

Madison Square Park in New York City has a great program of public art. The exhibits rotate throughout the year, often with several happening simultaneously. The latest, "Event Horizon", is particularly impressive because it extends beyond the park. These figures (31 total) are placed on rooftops as far as 10 blocks away. They are all visible in and around the park, and each faces the square. Once you notice one, you begin to pick out the others. I admit to spending some time walking around trying to find them all. They have actually caused some controversy, but I think most would agree that it's an engaging and delightful exhibit.

IMPROV EVERYWHERE

Performance artists. Pranksters. Marketing geniuses? Somewhere between flashmob and sketch comedy, "Improv Everywhere" has staged some great events. As with any performance, some things hit and some miss, but they are all interesting if for no other reason than to see the public reactions. People love the unexpected. And even those not lucky enough to experience something live can get into the act through the videos posted on the web. A couple of my favorites are "Grocery Store Musical", "Frozen Grand Central", and "Where's Rob", but I encourage you to look at all their "missions". You may see some similarities to marketing stunts staged by various companies. "Improv Everywhere" has shown that people love to get involved and feel "part of the show"... and isn't the heart of marketing?
 

Street Art (Literally)

Julian Beever is one of several artists who create amazing pieces that are both public and transitory. If you have ever been fortunate enough to stumble upon this type of art, you know it can actually take your breath. It is so unexpected to find a something like this while walking down an otherwise unremarkable street that you can't help but stop and take some time to study it. Clearly, some brands have caught on to the idea.
 

Blowing Art Up

Mixed media artist, Joshua Allen Harris, creates whimsical installations that transform from a pile of what looks like trash into animated "living" creatures with the lifespan of a passing train. Brilliant.
 

Now you see it, now you don't.

This next piece is something I sort of stumbled upon on the web. I was drawn to it mostly because of its simplicity and the possibilities. I can see using this type of installation in an out-of-home marketing campaign to great effect. I'm writing the brief now :)

Graffiti? Art? Commentary?

And finally, I happened across this gem just the other night. While walking home, I spotted this painted on the sidewalk on Fifth Avenue north of 22nd street. This is a prime viewing area where tourists stop to take photos of the Empire State Building. Some may think this is simply a commentary on the traffic flow (and it may be), but I suspect it is the work of one the New York's many graffiti artists. True graffiti artists create works that are thought provoking, visually inspirational, or technically challenging. Some have gone on to become well known artists, others have maintained anonymity even in their fame, but most are simply inspired by the work. While it may be vandalism in the truest sense of the word, arguments that this type of art enriches society cannot be ignored. I'm not always sure which side of the fence I come down on. Perhaps I'll write my opinion on a wall on the way home. By the way, as a marketing idea, this has the appeal of authenticity, but it carries all kinds of potential problems, so go cautiously.