MoMA Atlantic/Pacific Station Flythrough 06/2009
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In a move to advertise the accessibility of the museum to a local audience, The MoMA Atlantic/Pacific campaign transformed a Brooklyn subway station into an extension of the museum’s permanent collection. Every ad space in the station was replaced with pieces of artwork from MoMA’s most popular artists including Van Gogh, Picasso, Pollack, Warhol. The campaign was executed in three steps. (1) Teaser posters went up announcing the dates of the installation and redirecting to the website. (2) The artwork was revealed, complete with rich audio guide experiences, a toll-free fact line, even a handout full of facts, games, and trivia. (3) Two weeks after the work was revealed stickers appeared, advertising the the surprisingly affordable price for a yearly membership.
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