NCA Always a treat takeover at City Center - Spec

Periodically clients will ask us to do a broad, pie-in-the-sky brainstorm of “cool ideas”. This project was that. We were tasked with creating a month-long experience to get people thinking about candy and chocolate. After many rounds of ideas, we struck up a partnership with City Center DC who was enthusiastic about a branded takeover over their coveted Palmer alley.

Each week would have a new buzz worthy tactic to keep up the momentum of thinking about candy. We worked with Artechouse to create some augmented reality concepts that would use their patented technology to bring another virtual experience to Palmer alley.

The National Confectioners Association owns the dresses from Project Runway made out of candy. They asked us to incorporate the assets into the experience - so we decided to keep on city center brand and takeover existing storefronts with “luxury-inspired” candy window displays.

There are pages and pages of extended ideas that were nearly developed with various vendors… these are just a few of my favorites. NCA also asked how we could engage at night, so we developed some candy inspired neon signage to again inspire instagram-ability.