On my daily subway commute, my gaze often wanders up to the ads, mainly to avoid uncomfortable eye contact with strangers and smirk at the latest pitches from injury lawyers and Botox specialists. However, I was pleasantly snapped from my usual unfocused haze last week by an unexpected sight: a captivating gallery of Renaissance artwork adorning the subway walls.
In a bold move to capture the essence of the New York City home-buying experience, StreetEasy has partnered with Mother New York to decorate the city streets with Renaissance-style paintings. These visually striking artworks vividly portray the odyssey-like challenge of purchasing a home in the Big Apple.
These ads have become impossible to ignore, as seen on bustling subway cars, iconic yellow taxi toppers, and even a complete takeover of the Broadway-Lafayette station. The campaign has now reached new heights with two hand-painted murals by Colossal Media gracing Wythe & N. 14th St. in Williamsburg and Spring & Lafayette St. in Nolita.
Navigating the real estate market in New York City has always been an adventure, but today, it can feel as elusive as acquiring a masterpiece. Despite the city’s reputation as a haven for renters, StreetEasy’s data reveals a surprising statistic: 1 in 5 New Yorkers are actively browsing homes for sale alongside those searching for rental properties.
As the campaign coincides with the spring home shopping peak, the Renaissance-inspired art style perfectly captures the complex and often dramatic emotions accompanying the search for a place to call home in the city that never sleeps.
“Let The Journey Begin” dramatizes key milestones of the home buyer’s journey in the style of Renaissance art: from deciding whether to renew a lease, searching the five boroughs with an agent at the helm, right up to the moment of getting the keys and becoming your own landlord.
Advertising to New Yorkers is an interesting creative challenge. On one hand, you have a population capable of tuning out almost anything. On the other hand, you have a savvy audience who can appreciate a clever ad that speaks to their experiences, which StreetEasy certainly has a track record of doing. ‘Let The Journey Begin’ touches on a uniquely New York problem and does it in a style that will stand out in the city’s sea of distractions.”
Nedal Ahmed, Executive Creative Director at Mother New York
These murals serve as more than just a visual spectacle; they encapsulate the aspirations, struggles, and triumphs of individuals embarking on the quest for homeownership in one of the world’s most dynamic metropolises. Through their artistry, StreetEasy and Mother New York have not only adorned the streets but have also painted a poignant portrait of the enduring allure and challenges of New York City’s real estate landscape.
Images courtesy of Colossal Media, banner image courtesy of StreetEasy.
