Fashion e-commerce platform Lyst and agency Anomaly are behind a series of mysterious signs that have been appearing around New York, encouraging trend hunters to "Seek."
Lyst, which launched earlier this year in London and New York with a provocative poster campaign through Anomaly, commissioned a series of artists to created the unbranded signs. Baron Von Fancy, Grace Miceli, Elizabeth Ilsley, Joy Wilson (of the Instagram account@DrakeOnCake) and Edward Granger and accessories brand Pintrill all created their own interpretations of the "Seek" message.
Baron Von Fancy, for example, created two billboards in downtown Manhattan. Situated near the southeast corner of Grand Street and Sixth Avenue, and near the intersection of Lafayette and Bleecker Streets, the billboards feature the phrase "You Are What You Seek" in the artist's signature style. Granger created trucks featuring original artwork, while stickers, stencils and posters appeared all over Soho.
The aim was for trend hunters to literally discover and "seek out" the campaign, which ultimately leads them to Lyst and its team of fashion influencers, or "Seekers," who are featured online. (They include Lydia Pang, one of the main Anomaly New York creatives on the Lyst account.)
The campaign culminated in a "Seeker's Trail" yesterday at the weekend. Seekers were given a trail of clues, taking them to coffee, brunch, and art stops at some in Soho, and ultimately leading them to an art show, curated by Grace Miceli of Art Baby Gallery.