A one-night-only event that transformed an empty space into a Pop-Up Museum featuring artwork from artists such as Henri Matisse, the Group of Seven, Picasso, and more. The challenge was to increase the attendance of this high-profile event. We set our own goal to try and double the previous year’s attendance.
By re-branding the event and creating an innovative direct mail invite, guests were inspired to share their invitation with their social circles. As the event is only one night, and then it “disappears,” we used invisible ink and enclosed an LED flashlight to make it “reappear.”