Impressionist Treasures: Promotional Hoarding

Transforming Construction Fencing into Art

The Impressionist Treasures campaign captivated audiences with its multi-faceted approach and consistent branding. One standout element was the conversion of temporary construction fencing into a large-scale advertising hoarding. This unique design, created by Stefan Canuel - RGD, featured a Corot-based design, reproductions of famous works, and the names of renowned impressionist painters.

What set this promotional hoarding apart was its creativity and innovation. By repurposing the construction fencing, the design team achieved a high-impact visual that caught the attention of passersby. The hoarding, measuring 300 running feet and standing at 10 feet high, showcased the beauty of impressionist art while effectively promoting the Impressionist Treasures exhibition.

The realization of this design involved the use of large format digital printing and plywood hoarding. To anchor the main wall, three frames were fabricated, ensuring stability and durability throughout the display. The result was a visually stunning and attention-grabbing installation that seamlessly blended art and construction.

One of the key challenges faced during the project was aligning the production and installation of the digital print with the construction plywood hoarding. The design team had to work around the working conditions required by the third-party builder to maintain the site's construction area appearance. Despite this obstacle, the team successfully executed the design, creating a captivating outdoor display.

The Impressionist Treasures promotional hoarding not only served as a visually appealing advertisement but also enhanced the street appeal of the surrounding area. The inclusion of Corot's Bridge at Mantes as a backdrop for the National Gallery tree garden, along with a street bench, provided a serene and inviting space for people to enjoy. The hoarding became a focal point, attracting visitors and creating a unique experience.

The project, which began in March 2018 and concluded in May 2018, was displayed at Ottawa's Constitution Square until September 2018. Throughout its duration, the hoarding became a familiar sight, generating excitement and anticipation for the Impressionist Treasures exhibition.

Stefan Canuel - RGD's design research revealed the significant influence of Jean Baptiste-Camille Corot on the nascent Impressionists. Despite not being an impressionist himself, Corot taught influential artists such as Eugène Boudin, Berthe Morisot, and Camille Pissarro. By selecting Corot's work as the basis for the design, the team paid homage to his impact on the art movement.

The Impressionist Treasures promotional hoarding received recognition for its exceptional design. It was awarded the Iron A' Design Award in 2019, a prestigious accolade that celebrates well-designed, practical, and innovative creations. This award highlights the hoarding's integration of industry best practices, competent technical characteristics, and its contribution to a better world through fulfilling and positive experiences.