CLIENT / PROJECT
Holland Tourism
The 42nd Street Escape
OVERVIEW
How do you convince jaded, fast-moving New Yorkers to slow down and consider a trip to Holland? You don’t just show them a destination—you transport them there.
SB&A reimagined the Grand Central to Times Square Shuttle as a portal to the Netherlands. The journey began on the platform, where commuters were met by a train wrapped in a vibrant, rolling field of Dutch tulips. Once inside, the grit of the subway vanished, replaced by three distinct, fully immersive environments:
- The Canal Car: Commuters sat on "benches" along leafy, sun-drenched canal banks.
- The Design Studio: A sleek showcase of contemporary Dutch design and cutting-edge aesthetics.
- The Old Masters Gallery: A sophisticated "museum" car featuring damask wallpaper and Dutch Masterpieces in ornate gilded frames.
The result? By transforming a "ho-hum" ritual into a moment of genuine wonder, we challenged New Yorkers to "Just Be" in Holland before they even reached their office. It wasn’t just an advertisement; it was a three-minute vacation in the heart of Manhattan.
ROLES
Creative Development
Event Production
Media Strategy
