Project:
Letters to Andy Warhol
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Experiential
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Creative Direction
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Design
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Product Design
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Luxury
Celebrating an American Icon.
Wanting to chart a new marketing paradigm for the role of an automotive brand as a patron of the arts, we helped Cadillac concept, develop and execute a traveling exhibition titled "Letters to Andy Warhol." The exhibition incorporated rarely seen material from the museum's archive, including artwork and Warhol's personal correspondence, plus five distinct installations. Co-created with modern-day cultural creators including Chiara Clemente, Sienna Miller, Sean Lennon, J.J. Martin, Brian Atwood and Derek Blasberg, each installation was inspired by an archived letter from Warhol's life and used modern themes and technologies to showcase Warhol's lasting influence on the worlds of fashion, music, media, art and commerce. The exhibition premiered at Cadillac House in NYC and has since travelled to LA and Miami and will travel overseas to Dubai and Munich later this year.
The Design
From the logo, installations, user experience, environment and limited edition products, ever detail was designed to bring to life Warhol's daring originality that turned objects into subjects, subjects into friends and friends into icons. To maximize use of the space and environment interaction, each exhibit location was custom built.
The Events
Open for 1-2 weeks in NYC, LA and Miami, the exhibit hosted more than 13K visitors during its initial run, while registering more than 7M social impressions and over 430 million earned media impressions. Guests including both the installation artists as well as luminaries like Heidi Klum, Giancarlo Giammetti, Poppy Delevingne, Olvia Palermo, Rachel Zoe and Billy Zane.
The Installations
Through various mediums including film, print, digital and VR, the installations allowed guests to celebrate both Warhol's unique individualism and Cadillac's inspirational influence on his important work through imaginative, co-created experiential content that engaged guests through sight, sound and touch.
Marian Ives Letter + Chiara Clemente
Screen Stories
Short Film
"Screen Stories" is inspired by Andy Warhol's fan letters to Truman Capote and revolves around the idea that even our brightest cultural luminaries start with only their dreams and the seeds of success. Upon arriving in New York City, Warhol idolized Truman Capote as the embodiment of all the qualities Warhol hoped to eventually possess. Warhol started writing Capote fan letters and persisted in the hope of becoming his worthy contemporary and friend. While it took years for Warhol and Capote to develop a true friendship, these fan letters are striking as testaments to Warhol's single-minded passion, ambition, and desire for success. "Screen Stories" touched on the themes of persistence, determination, and devotion inherent in the journeys of both Warhol and some of today's most creative cultural icons.
Mick Jagger Letter + Sean Lennon
Love and Warhol
VR Experience
As described in a 1969 letter, Warhol needed only the source music and material from two boxes to create his iconic cover for The Rolling Stones' 'Sticky Fingers'. This simple approach inspired artist and musician Sean Lennon to write and record a custom track about his personal memories of Andy. At the exhibition, guests were encouraged to immerse themselves in the music while using Google Tilt Brush to create live VR art inspired by what they hear and feel. While the work was in progress, nearby monitors display the art for other visitors. Once the guest's artwork was complete, they could export it to share across social.
MOMA Letter + J.J. Martin + Brian Atwood
Bobby's Brilliant Heels
Large Format Children's Book
This installation is based on a rejection letter from the MoMA turning down Warhol's (now famous) shoe drawing. Within the context of the exhibition, the letter offered a sly commentary on the failure of a renowned institution to embrace a visionary work while also underscoring the values of self-belief and courage in cleaving to a unique path. Milan-based writer J.J. Martin and New York-based designer Brian Atwood developed a children's story about Bobby, a boy who fears he must hide his passion for fashion, only to discover his family and friends support his passion and celebrate his individuality. Atwood pushed his illustration technique beyond his customary shoe designs to create Bobby's world - including a rare pair of fabulous magical green pumps featured in the book. This contemporary story of rejection and redemption highlighted the discourse around gender and inclusion that is as prevalent and vital now as it was in Warhol's time.
YSL Letter + Derek Blasberg
Fast and Louche
Polaroid Wall
Warhol is known for his interest in capturing the essence of his friends in intimate polaroid portraits. YSL's simple words encapsulated the friendships that Warhol enjoyed with many of his subjects: "I love them. I admire you. I am your friend." Writer Derek Blasberg extended this tradition by curating a selection of photographs of his creative celebrity friends that exemplify their truest identities. Originally, the photos were captured on Blasberg's iPhone, but using new printing technology, they were manipulated to print on traditional Polaroid paper. With this installation, Blasberg posits that the opportunity to handle tangible prints is a rare and valuable privilege in an increasingly digital world.
NY State Department of Public Works
Subjected
Photo Booth
As documented in a 1964 letter, Andy Warhol authorized the NY State Department of Public Works to paint over "13 Most Wanted Men" - his mural of black-and-white mugshots on the New York State Pavilion. Affected and inspired by the inherent transience of this work, we recreated this piece in a contemporary setting with a unique photo booth display that periodically erases right in front of the viewer's eyes. On-site, our photo booth took digital photos of guests adding a Warhol-inspired filter on top, which could then be posted immediately across social media. As a compelling twist and commentary on the fleeting nature of mass art, these images were also shuffled and displayed randomly on two hanging 65" vertical monitors. Guests can wait to see their images appear, only to fade and vanish like Warhol's original mural.
The Takeaways
Extending the conversation, guests on the exhibition's opening nights were provided with a hardcover version of 'Bobby's Brilliant Heels' and a limited edition takeaway package. Designed in Warhol's mass consumer, pop art aesthetic, this foil package featured reproductions of Warhol's archival letters and a summary of each installation with corresponding commentary from its respective creator.