AWAY TRAVEL x GAB BOIS: BIG BAG STUNT
WHEN PRODUCT BECOMES PUBLIC ART
BRAND ACTIVATION | OUT OF HOME
As part of Away’s “Get Away With More” holiday campaign, we partnered with the brand and visual artist Gab Bois to bring a larger-than-life interpretation of the iconic Away suitcase to the streets of SoHo. The eight-foot installation translated the familiar carry-on into an unexpected public spectacle—turning an everyday travel object into a moment of curiosity, humor, and discovery.
Working from Gab Bois’ playful, surreal approach to reimagining familiar objects, our role was to translate the concept into a physical street-level experience. The oversized suitcase was installed directly within the urban fabric of SoHo, creating an immediate visual interruption—something that felt part sculpture, part product, and part urban intervention.
The piece captured the brand’s minimalist design language while amplifying its presence to architectural scale. Familiar details—the shell, wheels, and proportions of Away’s classic luggage—were meticulously translated into the monumental format, allowing passersby to instantly recognize the object while experiencing it in an entirely new way.
Placed in one of New York’s busiest retail neighborhoods, the installation quickly became a destination for photos, social sharing, and spontaneous engagement. The work blurred the line between art installation and brand storytelling—inviting the public to interact with Away’s product in a way that felt playful, physical, and unmistakably real.
The result was a bold holiday moment that celebrated travel, creativity, and the power of tangible experiences in a digital world.
AT-A-GLANCE
CLIENT: Away Travel
TYPE: Brand Activation, Out of Home
LOCATION: SoHo, NYC
ACTUALIZATION: Production and street-level realization of Gab Bois’ oversized Away suitcase installation and campaign in SoHo.
PARTNERS: Gab Bois
OUR ROLE:
Content Production
Logistics
Permitting + Location Planning
Talent Coordination
Activation Execution
PROJECT GALLERY
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