AOL’s Rainbow City

We predicted the top trend of 2011 to be ‘marketing is urbanism’, which stands for the increasing involvement of brands and companies in shaping the urban atmosphere. Brand exposure seems to go beyond ordinary advertising — it has become an integral part of urbanism, architecture and urban planning practice. AOL’s Rainbow City is just another campaign that totally fits with this trend. In collaboration with Miami-based art collective FriendsWithYou, the Internet and media company created an urban playground in New York City to celebrate the opening of Section 2 of the High Line.

Rainbow City is an environmental installation consisting of a series of mutable, air-filled sculptures placed at a lot on 30th Street in New York’s Chelsea district. Both adults and children are encouraged to be active and explore the immense 16,000 square foot happy city, allowing for interaction with each art object. Originally commissioned by Luminato Festival of the Arts in Toronto and showcased in association with AOL and PAPER Magazine during Art Basel Miami 2010, Rainbow City is the first large-scale interactive installation by FriendsWithYou in New York City.

“Rainbow City will feature an exclusive pop-up shop where limited edition products designed for AOL will be available. A summer long activity zone with food and beverage will also be featured located adjacent to the installation site.”

Furthermore, the landscaping installation will be hosting a series of free educational programs geared toward children’s creativity. Rainbow City will kick of in June, so check it out if you happen to be around!

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A growing number of consumer brands are investing in the city, working together with cities to find solutions for urban issues. In a time of austerity, brand urbanism provides local governments with more possibilities in realizing ambitious projects, while giving brands a one-off opportunity to show their involvement in and responsibility for the city.

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