VAULT 49

10 E 23rd Street, Fifth Floor
New York, NY 10010, USA

Tel: +1 212 254 0120
info@vault49.com

Camel Artists New York: Vault49 film, animation, and custom soundtrack 

And The Beat Goes On - embroidered art for Camel Artists NYC 

3D typographic retail wall 

Inspired by the sounds of the city - serigraph for Camel Artists NYC 

Urban Speaker - 3D paper sculpture for Camel Artists NYC 

Collectable Limited Edition tins 

Lounge environment for launch events 

Resin camel with artist materials embedded, for POS display 

POS unit 

Key Visual, developed in collaboration with Path Designs 

BRIEF
Vault49 was approached by Path Designs – an innovative packaging and strategic agency - to collaborate with them on a 360° live art concept and activation solution for Camel worldwide. The brief was to bring together a selection of leading international artists for an atelier in the inaugural city of New York that would produce original artwork for a wide range of communication platforms. How do you foster a global exchange of creativity inspired by one of the most recognized brands and the city that never sleeps?

SOLUTION
Vault49 took this expansive creative concept and built parameters and measurable goals around it that produced tangible results while not stifling the creative process and artistic result.

We created a week-long event that brought together a team of nine international artists working in various mediums to represent the Camel Artists platform combining both in-house talent and other global creative luminaries to create alongside us.

Our team of creatives conceived, art directed, designed and produced a wealth of artwork during an intense week of inspiration gathering and creation. After touring the city for two days, the artists were then ‘hot-housed’ in an a dedicated atelier to bring form to their ideas and produce a broad range of art inspired by the history, sounds, and culture of New York.

The resulting art is rich with layering and storytelling. Representing a wide range of artistic mediums, from screen printing to 3D paper construction to embroidery, the works bring imagery that is pure New York into Camel’s iconic brand universe.
In addition, Vault49 worked closely with Path Designs to develop a range of activation concepts to launch in the brand’s global markets. Our solutions included point of sale displays, key visuals, exhibition and gallery events, consumer and trade incentives, and a video to launch the platform.

As a result of our ability to develop a creatively successful and logistically replicable approach to the Camel Artists platform, Vault49 continues to partner with Camel, bringing the Camel artists and atelier to cities around the world.