As we know from the Houston Wall, corporations love to get behind graffiti and street art. Now Conde Nast has launched the Details Guild. It's "dedicated to the support, development and promotion of the creative arts, and their connection with the greater community."
Here, "Details" means Details magazine--which features stories about Marc Jacobs' grooming regimen (he "uses no fewer than five skin-care products a day") and how to find "the best men's shoes in the world."
They've launched their gritty urban ad campaign in the Meatpacking District, just outside the Standard Hotel, on the side of the former Interstate Foods, the last big packing plant to shutter in the new MePa.
Interstate Foods was always interesting to walk by. There were often carcasses and hunks of meat hanging on hooks outside, or rotting in big garbage barrels. The sidewalk was slick with animal fat drippings. It stunk. And men would come out of the doorways in blood-stained aprons to have a smoke. Until recently, some rugged tabby cats were living in the basement.
But that has all been erased. This building is going to be demolished to make room for a controversial 10-story glass tower. Until then, it's the canvas for a street-art campaign conceived and funded by a corporation's fashion magazine.
"THE CITY IS OUR CANVAS" it says, printed so neatly as to be legible, adorned with accompanying tags from "Scaner" and "Joker 1." Are these actual graffiti artist tags? Or were they developed in a marketing meeting? See how the whole thing was painted by a guy in a black hoodie, and some other guys, in a time-lapse video on the Guild's site.