IDR AG: 'Urban Knitting' PR activity

/ Picking up on a colourful idea.

The situation / 

IDR AG (Industrieterrains Düsseldorf-Reisholz AG), a leading Düsseldorf-based property developer, is one of the sponsors of the ‘düsseldorf festival!’.

The brief / 

IDR AG didn’t just want to have its logo on display as sponsor of the culture festival, it wanted to be perceived as a supportive patron and urban developer.

zeron’s idea / 

Inspired by the Swedish production ‘Knitting Peace’ that was performed at the düsseldorf festival! on the Rhine, which was also inspired by urban knitting, IDR AG covered several pillars outside its multi-storey car park on Carlsplatz with knitted works of art. The multi-coloured woollen artworks were created and produced on a knitting machine by communication designer Nora Peters. The press were naturally invited to the unveiling.

The result / 

The ‘knit art’ was immediately noticed by the shoppers at the weekly market and the media. The local press, both print and TV, provided extensive coverage, highlighting the appeal of IDR’s idea to create an art installation.