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No boring wraps here: ‘Bad Boy’ themed, seven-week WheatPasteInstallation.
Chico Malo requested a window wrap to hide the construction of the soon-to-open Mexican restaurant inside CityScape. Instead, AWE crafted a seven-week street art campaign.
You see them everywhere – window wraps that sometimes feature a logo, a “coming soon” message and maybe even a laughable QR code. This typical request came from Chico Malo (Spanish for ‘bad boy’), and AWE quickly turned it into something far more memorable.
Knowing that CityScape sees considerable foot and drive-by traffic, AWE opted to create a weekly, changing installation that would continually turn heads. Plus, the holiday closure of Central Avenue to allow for a wildly popular skating rink meant even more eyes would be on the project.
AWE began by designing a bold floral vinyl wrap with a simple campaign message at the top – “Find Your Local Bad Boy at ChicoMalo.com.
Initially, viewers “really liked the flowers,” enjoying the colorful and pleasant addition to CityScape’s industrial, metal-wrapped exterior.
However, week over week, the AWE team rolled on giant wheatpaste blowups of well-known “bad boys,” among them Jay Z, the Phelps Face, Kanye, Cartman, The Joker, Danny Trejo and dozens others, illustrating an ongoing collage of notorious figures. Spray paint, glitter, globs of paste and other layering effects created a dynamic and dimensional piece of street artwork that captured audiences weekly while activating an otherwise-static set of window frames.
The campaign earned more than 4,500 fan email registrations (and counting) from the installation’s URL. Not bad for a “window wrap.”