Lucy Lights the Way for Runners

To those who’ve always wanted to run through a magical fairy forest with sparkling lights, today is your lucky day. Women’s sportswear brand lucy Activewear, in partnership with the creative agency mono, will be taking your jog to another realm. Its new “lucy Light Forest” is an interactive public art installation of more than 10,000 solar-powered flower-like LED lights, which align along a running path in Boston’s Charles River Esplanade.

Joggers can experience the installation through Oct. 13 simply by running past it. The lights respond to runners’ movements by fading in and out, creating a calming ripple motion. During the exhibition, free yoga, Pilates, and other fitness classes will be offered. For visitors who want to share their light forest pictures, lucy has set up a microsite where users post their tweets, Instagram snapshots, or Vine videos of their experiences with the #lucyLightForest hashtag.

Though not necessarily utilitarian (unless you consider the lights to be an added layer of safety at night), the light forrest is an interesting example of a brand adding something to a community while still promoting itself. Christo goes corporate.

So far the lights can only be seen in Boston, but the Alameda, California-based company is planning on recreating the experience around the US.

The post Lucy Lights the Way for Runners appeared first on Digiday.

Via DigiDay

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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