Ziggy is honored in some surprising places in New York City as part of an exciting exhibit called "David Bowie Is" hosted by the Brooklyn Museum.
While the Brooklyn Museum is hosting the blockbuster exhibit “David Bowie Is” honoring the late musician and artist, lead sponsor Spotify has branded and promoted the exhibit in a massive way – that is, by using mass transit stations and custom-branded MTA cards.
Titled the #DavidBowieSubwayTakeover, the Broadway-Lafayette station – a large hub in NoHo, and near Bowie’s residence – has been transformed into a Bowie fanatic’s dream. Cling images of Bowie’s many iconic personas fill the station. Support beams have been inventively wrapped, pillars have been plaquered, walls have been covered, and the steps have been layered with verbiage. Whether coming or going, commuters can’t miss the message.
In addition, five collectible MetroCards have been designed with images of the legendary rocker from various incarnations in his career including Ziggy Stardust, the Thin White Duke and The Blue Pierrot.
The large, immersive, subterranean branding appears to be a success. As I passed through the Broadway-Lafayette station on 18 april, the lines at the MetroCard kiosks were a mile long, all there in the hope of snagging one, or all, of the limited-run of 250,000 collectible cards. Photographers, commuters and tourists moved from image to image, walking up and down the stairs to read the messages, take shots, and remember the legend who left us to soon. The atmosphere was electric with people engaging with each other – nodding and smiling over shared memories or with curious minds – a rarity on a huge urban transit system where people rarely make eye contact.
The Brooklyn Museum hosts the complete exhibit with the real artifacts and has already drawn record-breaking crowds, as has the show throughout its five year journey. The station promotion functions as an exhibit on its own, and that’s a good thing for anyone who can’t make it to the museum. And it’s a respite for commuters, particularly on a bad subway day.
The MTA seems to benefitting greatly from the co-branded cards, a practice that has been used successfully since the MetroCard was introduced. At a minimum of $6.50 a pop (that’s $5.50 for a two-ride minimum plus a buck for the new card) and with random stocking that’s not a guarantee that you’ll get a Bowie card with every purchase, the odds are in the MTA’s favor.
The David Bowie-branded MetroCards were available at either the Broadway-Lafayette and Bleecker Street stations. They are long gone and are now selling on eBay. I scored The Blue Pierrot at the Bleecker Street station kiosk.
I can’t wait to get to the Brooklyn Museum.
“David Bowie Is” runs through 15 july 2018 at the Brooklyn Museum. The Broadway-Lafayette David Bowie Subway Takeover is on view through 13 may 2018.
Photos: © 2018 Janet Giampietro.
