DELTA: OPEN AIR GALLERY
ELEVATING LOCAL ARTISTS THROUGH AN OPEN AIR GALLERY ACTIVATION
EXPERIENCE POP-UP | BRAND ACTIVATION | EVENT PRODUCTION
Juxtaposed by it’s global reach, Delta Airlines has long-standing tradition of supporting the local communities where it flies. One of its most notable investments comes in the form of promoting local arts and culture in these hubs, and specifically through an on-going commitment to emerging artists.
We partnered with the team at Wieden+Kennedy to create Delta’s immersive Open Air Gallery event, held during Art Basel in Miami at the iconic 1111 Lincoln Road, designed by Herzog & de Meuron. The one-night experience was conceived of as a way to shine a spotlight on a diverse group of up-and-coming local, Miami artists—a community often overlooked by the ever-growing stature of Art Basel.
WE WANTED THE GUESTS TO FEEL AS IF THEY WERE SOMEWHERE BETWEEN BOARDING A FIRST CLASS FLIGHT AND ATTENDING A GALA ART OPENING.
Six artists with deep ties to their home city were commissioned to create a unique art piece for the occasion “up-cylcing” handpicked airplane materials and parts gathered from retired Delta planes. We were charged with designing a complete gallery experience within the soaring, open air, space.
From the moment attendees stepped into the elevator up to the event space, we wanted them to feel as if they were somewhere between boarding a first class flight and attending a gala art opening. To initiate this frame of mind, the guests were greeted with the phrase “Prepare for Arrival” on the interior elevator walls. As they exited the elevator a large flipper board, chrome Delta desk, and Delta flight attendants wearing custom branded pins and scarves welcomed them to the space.
Moving through the main gallery space the Delta brand story was further reinforced by air travel related motifs at frequent touch-points. These included runway themed way-finding, branded chrome surfaces, and a guide indicating artists' use of airplane parts in their works. In order to further spotlight the artists, large, gently curved clear acrylic boards displaying the artist’s names and contributions, along with coasters featuring their works were used throughout the space.
Artwork created by Elliot and Erick Jiménez using a section of fuselage from a retired Delta aircraft.
Special attention was given to create a zoning plan and experiential journey that leveraged the unique architecture of the venue. Dramatic lighting, space dividers and lounge furniture were spaced throughout, while providing plenty of breathing room for the artwork amid the anticipated capacity crowd.
The one-day activation was successful, with hundreds of guests filling the 25,000 sq ft space, and mentions in media outlets including Nylon, Dezeen, Dujour, Essence, and Interview Magazine.
CAREFUL LIGHTING DESIGN AND OBJECT PLACEMENT CREATED AN INVITING AND LIVLEY FEELING IN THE VAST ICONIC SPACE.
AT-A-GLANCE
CLIENT: Delta Airlines
TYPE: Experiential Pop-up Gallery
LOCATION: Miami, FL
ACTUALIZATION: Single evening pop-up gallery event featuring local artists, with a live DJ, presenters and F+B.
PARTNERS: Wieden+Kennedy
OUR ROLE:
Consumer Experience + Journey
Graphic Design
Collateral + Packaging
Brand Activations + Pop-ups
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
Event Management
Production + Build Management
Fabrication Oversight
Installation Oversight
Guests filling the space to listen to speaker, Alain Bellemare, President-International of Delta Airlines.
Welcome signage and map to guide guests to the various installations.
PROJECT GALLERY
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