AMHERST SQUARE - AIRES LIBRES by Paprika for Societe De Development Commercial Du Village

AMHERST SQUARE - AIRES LIBRES

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Industry Business equipment & services
Media Design & Branding
Market Canada
Agency Paprika
Creative Director Louis Gagnon
Art Director Daniel Robitaille
Released May 2011

Credits & Description

Category: Public Spaces
Advertiser: SOCIÉTÉ DE DÉVELOPPEMENT COMMERCIAL DU VILLAGE
Product/Service: DISTRICT CULTURAL MANAGEMENT
Agency: PAPRIKA
Creative Director: Louis Gagnon (Paprika)
Art Director: Daniel Robitaille (Paprika)
Media placement: Temporary Exhibition Public Space Installation - Montreal, Quebec, Canada - May 1st 2011

Describe the brief from the client
Paprika was asked to produce an installation for Amherst Square, a small treeless area in Montreal’s Gay Village with lots of pedestrian traffic. Since there is a dynamic nightlife nearby, the square needed a distinctive presence that would work at all hours. Though temporary, the installation had to be durable enough to withstand weather year-round.

Describe the challenges and key objectives
The main challenge was to attract people, such as families, who would not normally explore the neighbourhood. We aimed for a sense of openness that involved everyone.

Describe how you arrived at the final design
We decided to show how small things start to make sense once you see everything as a whole. We set up dozens of red vertical tubes, ranging in height from 7 to 21 feet. On top of each tube we put white letters of many different sizes. They were arranged in an anamorphic pattern that made them appear the same size only when viewed from a unique spot. At that point, they also revealed themselves as a sentence, which itself is part of a manifesto.

Give some indication of how successful the outcome was in the market
We enjoyed a tremendous response. People visited day and night, taking pictures, filming, talking to each other. Since the project had such a positive response, another installation has been requested again this year.