Experiential / Creative Direction
In the summer of 2019, we launched Hoegaarden’s Summer Gaarden Series in partnership with Art Bridge, a local non-profit who works with artist that beautify urban construction zones within the city. For eight weeks, we transformed specific Manhattan commuter shelters, in an unexpected way, to create Hoegaarden’s very own natural oasis, that reminded commuters to embrace and immerse themselves in the nature around them.
Tension/Insight
With an ever-increasing urban population in major cities across the US, urbanites are constantly facing the stresses of life while living amongst the confines of their “concrete jungle”. These stresses are felt within their jobs, personal lives, and even daily commutes. But studies have shown, there is a remedy – Nature.
Creative Approach
Working with Hoegaarden, experts from MIT, World Economic Forum, and The Global Shapers Community we sought to pinpoint and identify key areas within Manhattan which had the lowest green canopy and impact change.
The Build Concept
The idea for our core asset was to create a structure that could be customized per artist allowing for a singular unified look at all locations with an artist touch that could not be destroyed by environmental challenges.
Artist Collaboration
We collaborated with various local artist that specialized in unique floral design to bring to life Hoegaarden’s Gaarden series as a limited time art installation in an unexpected place.