branding

AOL Trying Hard to Be All Artsy

aol art smoking AOL Trying Hard to Be All Artsy

Part of the Rainbow City installation coming to the High Line

AOL seems to be sponsoring a lot of art lately! The latest is a collection of colorful, inflatable sculptures on the High Line between 10th and 30th Streets for June and July as part of the park’s relaunch. “Rainbow City will create an urban playground that invites New Yorkers and visitors to walk in and around the sculptures,” the company says. AOL also sponsored Seven on Seven, a small but edgy digital art event at the New Museum, and their “Project on Creativity” awarded 25 $25,000 grants to artists last year. The company also commissioned the AOL Originals portrait series from artist Chuck Close and runs AOLArtists.com, a collection of digital art from more than 50 designers, illustrators, videographers, painters, filmmakers, photographers and sculptor. “The company, which receives 14 million visitors a day on its homepage, said it’s sponsoring artistic innovation to position itself as a destination for original, creative content,” Bloomberg reported last year. Not sure this is what the 25-year old company needs to do to reinvigorate the brand, but whoever’s curating the effort has rad taste. We liked this smoking balloon thing.

Follow Adrianne Jeffries on Twitter or via RSS. ajeffries@observer.com
Tags: branding