The saga continues.
Following the success of the Paris, Chengdu and Bangkok editions, Studio Artera orchestrates the fourth stop on AMI's artistic world tour.
Direction New York.
The challenge: to take over the iconic Soho district with an activation that fuses Parisian heritage and New York street culture.
For this immersion, we commissioned artist Sophie de La Rochefordière. Her vibrant brushstrokes capture the electricity of Soho in an exclusive map, brimming with hidden references and details.
The"Ami Paris Croissant Hunt" experience is deployed via an impactful hybrid device:
- The illustration comes to life on a newspaper distributed on the streets of Soho, anchoring the brand in the everyday life of New Yorkers.
- The quest continues online, where the AMI community is invited to unearth the 9 croissants hidden in the work.
A 360° operation that confirms AMI and Studio Artera's ability to create eagerly awaited, aesthetic and engaging cultural events.
