Art directed display in the tents at Lincoln Center for Mercedes-Benz USA, title sponsor of New York Fashion Week. New photographs taken by featured street style photographer Youngjun Koo were printed nightly and pasted onto the walls each day by male models in branded Mercedes-Benz jumpsuits. A live feed of user-generated Instagram images was featured on monitors to reinforce the essence of the street inside the tents.
A mobile extension of the campaign visited key fashion shows around the city, constantly being wheat-pasted with new imagery. This trailer and G Wagon display encouraged New York's fashion elite to post photos of their personal style with the tag #MBFWStreetStyle. The primary display and mobile unit garnered more user engagement with Mercedes-Benz than any prior fashion week installation.
