For the opening of the Art Institute’s new exhibit ‘Picasso and Chicago’, Leo Burnett designed a public promotion that was sure to get people talking.
The vision was colorful eight-foot modern letters that spelled out the famous artist’s name in Chicago’s busy Daley Plaza. Because the area attracts so much foot traffic, each letter had to be very durable and securely fastened to the ground.
Chicago Scenic teams created steel armatures, curved to the shape of each letter in ‘PICASSO’, then clad each of them with wood. Bright, colorful paints were used to make each letter stand out. Steel bases weighing in at about 1,000 pounds each were painted the color of concrete to create the illusion that the letters were protruding in odd juxtapositions right from the ground.02.2013 back to Corporate Branding & Events