Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
The Whitney Museum of American Art has never done much branding, allowing its longtime Marcel Breuer-designed home—a Modernist hulk at architectural odds with its posh Upper East Side surroundings—to explain its attitude about the art inside. Recently reopened in a new Renzo Piano-designed space in the Meatpacking District downtown, it's making a different architectural statement by fitting into its industrial neighborhood. That's the theme of the museum's new advertising, created by Grey New York.
The WPP agency isn't just selling the public on priceless works of art, it aims to establish the Whitney as a downtown cultural anchor, a destination to attract visitors to the area for art, shopping and dining.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in