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Toronto’s Gladstone Hotel, the city’s ‘art hotel’, periodically holds large-scale, immersive art exhibitions hosted within the hallways of the hotel. The brief was to create a campaign to drive the city’s interest in a new illustration installation and encourage art lovers to visit the hotel during the show.
It’s not everyday that an art show gets held at a hotel. So we created a poster series that playfully dramatizes how an art show would impact every day life at a hotel, with a nod to the hotel’s history of hosting artists in residence. After all, the artists were literally creating their installations at the hotel in the days leading up to the show.
The show has had the highest record of attendance for an exhibition in its first year. Additionally, the poster series successfully demonstrated the connection between the Hotel and our exhibitions program, which they have historically struggled with.