Experience Art in Motion: ‘I Follow the Sun’ Lights Up Artipelag’s Outdoor Space

Artipelag’s Outdoor Campaign Illuminates the Sunflower’s Journey

Artipelag’s latest exhibition, ‘I Follow the Sun’, explores the sunflower’s captivating role in art, featuring works from both Nordic and international artists. To highlight this unique exhibition, Sweet has crafted an innovative outdoor campaign that mirrors the sunflower’s natural behavior.

The sunflower, renowned for its heliotropic tendencies, tracks the sun’s path from dawn till dusk. Sweet’s outdoor campaign ingeniously captures this movement, drawing attention to the exhibition and its diverse collection. ‘I Follow the Sun’ showcases art from esteemed Nordic artists like Carl Larsson and Lena Cronqvist, alongside global figures such as Emil Nolde, Ai Weiwei, and Anselm Kiefer.

One standout feature of the campaign is the Kulturtavlan on Gustav Adolfs torg. This installation features a metal sunflower jutting out at a 45-degree angle from the culture board’s edge. Throughout the day, the metal flower casts a sharp shadow that shifts across a bright yellow backdrop. The adjacent poster invites passers-by to experience Artipelag’s exhibition.

To ensure the shadow’s movement perfectly mirrored the sun’s path, Sweet conducted an extensive solar study. This study informed the design and positioning of the sunflower, ensuring the shadow dynamically represents the exhibition’s central theme.

Daniel Rösth, CEO at Sweet, explains, “The exhibition is called ‘I Follow the Sun’, and we wanted our campaign to reflect the sun’s movement. The result is a strikingly simple solution where the shadow itself becomes a part of the sunflower, highlighting the exhibition’s protagonist.”

The sunflower was meticulously designed and crafted by Sweet’s design team, with the metal flower milled to achieve precise contours. The campaign is prominently featured across various media, including billboards, digital platforms, print, podcasts, and the subway.

Launched in July 2024, this ambient, experiential, and OOH outdoor campaign for Artipelag not only draws attention to the exhibition but also elegantly mirrors the sunflower’s journey, reinforcing the exhibition’s theme in a visually compelling manner.

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