City in Bloom

This award-winning City in Bloom campaign was one of the most expansive public space activation programs ever, bringing the spirit of the Tidal Basin into neighborhoods across Washington, DC. Interactive skyline lighting, architectural-scale video projections, branded retail decals, and signage were used to visually unify the region during the National Cherry Blossom Festival.

The trail of blossom decals went from hotel, restaurant and shop windows, to taxis and Metro stations, to Capital Bikeshare’s fleet of 2,000+ bikes around the city. Among lighting displays, the Government of the District of Columbia lit the historic John A. Wilson Building. The NEWSEUM, the Ronald Reagan Building, The International Trade Center, and CityCenterDC lit and projected blossoms. City in Bloom went global when the iconic Tokyo Tower was lit up in pink to coincide with the peak bloom of the cherry trees in Tokyo and Washington DC. The experience drew hundreds of thousands of visitors, engaged over a billion people online, and generated huge media coverage – leaving a lasting impression on the neighborhood, city and world.