Trees replace tech in artistic display
GAUGUIN WINDOW | AT&T Michigan Avenue Flagship, Chicago
size 200 sf
completion July 2017
Shop! member Twenty Four 7 contributed to the design
THIS INTRIGUING ARTISTIC EXHIBITION CREATES A THOUGHTFUL, FRIENDLY INVITATION THAT DRAWS PEDESTRIANS INTO THE STORE and subtly promotes the brand’s message. None of the company’s product is in the window display. Instead, the tech-free presentation offers an engaging way of communicating that the store is a space where everyone can meet and mingle with the brand, no purchase required.
The well-executed project features portraits by French post-Impressionist artist Paul Gauguin and centers around his quote, “If you see a tree is blue, then make it blue.” Using blue pays homage to the brand’s corporate color. The quote’s connection with the brand relates to the telecom company’s creating choice with content. The quote also focuses on seeing and doing, which hints at customers acting when they feel inspired, such as buying a subscription.
Fives works are in the window. A sixth is in the store, along with a short biography of the artist. The campaign takes people out of their element and creates a moment where they can experience something fresh and unique.
The AT&T display was part of Project Windows, an annual design competition along Michigan Avenue in partnership with the Art Institute of Chicago. Contest participants celebrated the museum’s Gauguin exhibition. The display won best in show and people’s choice.