Most art shows feature existing art works that can be leveraged to promote the show. Our challenge was to attract Torontonians to an art show without being able to show the art itself, since each art installation was being custom-made for its space in the hotel and wouldn’t be finished until the show began. Further, the art show itself didn’t have a cohesive theme, nor were the artists well-known. So we had to find a non-traditional way to promote the show and generate interest.

A hotel is a unique environment for an art show. So we created a poster series that playfully dramatizes how an art show would impact every day life at a hotel. After all, the artists were literally at the hotel creating their site-specific installations in the days leading up to the show.

The show has had the highest record of attendance for an exhibition and received national press coverage.