Sid Lee Toronto x Hullmark
Strategy, Site Analysis & Masterplanning - Large Scale Art Installations - Urban Development Projects
Sid Lee Toronto approached MASSIVart to imagine, plan and execute a creative community engagement project for Hullmark, a real estate investment and development firm that is committed to shaping a vibrant and transforming urban Toronto.
The result was an interactive art installation that aimed to inspire love and human connection in the Ossington area. The “Emotophone “ at 50 Ossington encourages passersby to fall in love (again) using a famous questionnaire by psychologist Arthur Aron by talking through long twisted pipes while answering questions proven to foster a quick connection between strangers.
Working in partnership with the Ossington BIA – local shops, cafes, and restaurants joined in on the action offering patrons limited time deals and special offers.
This public art initiative is a modern-day cups and string for a game of telephone to get to know a stranger and brings more art and culture to the city of Toronto in a vibrant and unexpected form.
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Photo credits: MASSIVart - Sid Lee
Kris Manchester, Global Executive Creative Director