Property management firm Canderel approached the National Gallery of Canada with an opportunity to enhance and create a creative experience in the main lobby of one of their premier properties in downtown Ottawa – Constitution Square. Although ambient advertising of this nature is typically in place for a period of five weeks, the requirement for this Experiential Installation was to have a project on view for a period of 12 weeks.
As the lead designer and art director on the project, my mandate was to conceive an immersive props display that would transform the lobby environment at the Constitution Square into a standalone experiential installation. The installation recreates the inside of the gallery setting with wooden flooring and gallery benches, and morphs into a large wooden frame surrounding an outside plein air scene with an open easel and painting in-progress that is based on a work by artist Jean-Baptiste-Camille Corot. The rationale for the display was based in part on the fact that the impressionist painters were the first outdoor painters in art history. A significant amount of work went into ensuring that the scenery was faithful to the original Corot work. Other elements were incorporated to enhance the space itself. A faux finish wooden around the planter was created to integrate the planter in the scene, more fences was added, and the main NGC logo lighting unit with its partner framed the set. The selected campaign tagline was “See the Real Treasures…” based on the exhibition title, Impressionist Treasures.
Aside from generating memorable visitor experiences, the installation also had the goal of reaching a broader audience and becoming a focal point of a multifaceted exhibition campaign.It was a unique and innovative way of making our exhibition advertising stand out in a crowded marketplace. In all of the production and diffusion, the look and feel was consistent and resulted in pervasive branding across multiple channels, so that “Impressionist Treasures” became a familiar sight through the summer of 2018. —
Project | Honors & Awards:
2019 A' Design Award | Silver Award in Advertising, Marketing and Communication Design