To help promote Hoegaarden and them bring nature into the NYC concrete jungle, we made a series of four Gaarden transit shelter installations with artist partners along with a June 20th event to kick-off the official start of summer. We designed a suite of invites, menus, social posts, and signage for the event, which transformed a Manhattan alley into a lush beer garden, with a vibrant happy hour, live music, and Hoegaarden tastings with edible plant tastings. Donations were made to the non-profit organization ArtBridge.

We designed a structure that could be customized for our artist collaborations, rooted in a distinctive Hoegaarden look, and bring nature to its environment in an unexpected way, all while withstanding environmental challenges like theft or inclement weather.

To pinpoint which transit shelters to transform into a garden oasis, Hoegaarden worked with our agency, experts from MIT, World Economic Forum, and The Global Shapers Community. Together, we sought out key areas in Manhattan with the lowest amount of green canopy… areas where bringing a bit of nature in would have the greatest impact.

Part of what made Gaarden Series interesting was featuring artists like Maude White, JUDiTH+ROLFE and East Olivia who each helped Hoegaarden add a bit of nature and flora to NYC streets. While each artist worked on their unique pieces for the custom transit shelter bench, our team collaborated with them and Hoegaarden to create graphics for the shelter in a style that complemented and sometimes featured their nature-inspired art.

RESULTS: People embraced the nature around them and went out of their way to discover Gaarden installations throughout the city. Twitter/X sentiment in these ares was up 25% compared to the two weeks prior to this campaign, showing the impact of a little bit of nature.