CNN Newsstand
Brand Activation (New York, NY)
Prod Co: Tool Experience
Activation, Fabrication, Event Logistics, Installation, Design, Performance, Video Content
To promote their new streaming service, CNN wanted to create a unique experience echoing the idea of something new from a trusted news source. At first glance the installation appears like another ubiquitous New York City newsstand, but further observation reveals that this is no normal stand, it is populated with digital interactive content.
Starting with hundreds of references from real world news stands a plan was developed to match a classic newsstand form factor. To populate the shelves 30 custom magazines each containing a digital screen were fabricated, one for each of the high priority shows housed on CNN+. Each show’s keyart was redesigned to appear more magazine-like, then animated creating a unique dynamic visual for each property.
Parody products were created to fill out the rest of the space, packing every corner and making maximum use of the space in true NY fashion, finishing the look and giving our audience more to explore. Finally the structure was aged to make it feel more settled in an iconic NYC location.
More about the project on Tool s website.
