NEW YORK, Jul 8, 2010 / FW/ — Collaborating with the Whitney Museum and Bloomingdales, Keds, the all-American original sneaker brand commissioned three up-and-coming MFA students – Jee Young Choi, Natalia Yovane and Erica Greenwald to create live artwork in the Bloomingdale’s windows.
Starting 8:00 AM today, the three MFA artists were busy at work inside the window, to the delight of passers-by who could watch their progress from the street. In short, creating the window has become the window!
In addition, interactive touchscreen-based customization centers are also available on the store windows. Customers have the opportunity to design their own Keds sneakers and save their custom designs to finish from their homes.
Consumers are encouraged to check into the KedsWhitney windows in New York City on Foursquare, as the mayor of each location is able to earn the privilege of jumping the line and checking out a sound check during the Whitney Live presented by Keds concert series this summer.
The Jenny Holzer Collection and KedsWhitney partnership, including the Whitney Museum’s summer season featuring Christian Marclay: Festival, the Whitney Live presented by Keds concert series, are being highlighted exclusively in the Bloomingdale’s 59th Street windows running along Lexington Avenue in New York City for two weeks from July 8th to July 21st.
As part of the collaboration, Keds is sponsoring the Whitney Museum of American Art summer season from July 1 – September 26. In celebration of this exciting sponsorship, Keds is launching the KedsWhitney Collection featuring designs by celebrated artist Jenny Holzer, followed by designs by artists Laura Owens and Sarah Crowner in September.
59th Street & Lexington Avenue
New York, NY