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A Subway Ride Wrapped in Art
This article details a unique advertising campaign by Sonos, a home sound system manufacturer, which transformed a New York City subway shuttle train into a moving art installation. The campaign utilized the distinctive black-and-white cartoons of Mark Alan Stamaty, covering the entire train, both inside and out, including ceilings and seats. This initiative was part of a larger branding effort for Sonos's first retail store opening in SoHo, New York City.
The project originated when Sonos, through the branding agency Partners & Spade, sought Stamaty's artistic contribution for the interior design of their new store. The store featured soundproof listening booths, shaped like small houses, each with a different interior theme. Anthony Sperduti, co-founder of Partners & Spade, a long-time admirer of Stamaty's work, particularly his children's book "Who Needs Donuts?", commissioned him for the store's design. Stamaty immersed himself in the vibrant street life and music culture of SoHo to create six detailed drawings at 25% scale, specifically tailored for the listening pods, integrating features like shelves and ceilings into his artwork.
Beyond the subway train, Stamaty's artwork was also applied to various other media as part of the campaign. This included the Sonos store's windows, shopping bags, advertisements in 'T' (The New York Times fashion/interior design Sunday supplement magazine), and even billboards near Sonos headquarters in Boston. Fernando Music, managing director of Partners & Spade, emphasized the agency's belief in using design to solve business problems and highlighted the campaign's success in generating widespread media coverage for the store's opening. The campaign's overarching message was about how Sonos can transform a home with music, a concept reflected in the diverse decoration of the listening pods, each designed to evoke a different home experience.
Whitney Walker, general manager of the Sonos store, affirmed the campaign's remarkable success in New York City, noting its direct benefits not only for the flagship store but also for Sonos's retail partners. This collaboration between Sonos, Partners & Spade, and Mark Alan Stamaty demonstrates an innovative approach to advertising, effectively integrating art into a large-scale commercial endeavor to create a memorable and immersive brand experience for the public.
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