Subway Serenity

Wednesday August 8, 2007

Westin%20Subway%201.jpgThe daily underground commute looked a little bit different for thousands of New Yorkers this week. As part of Westin's new "This is How it Should Feel" ad campaign, one of the subway trains of the Grand Central/Times Square shuttle line was given a 360-degree interior renovation, creating three distinct atmospheres of tranquility in what is normally a stress-filled environment. One car gives riders a scuba diver's view of a tropical coral reef (pictured), another features a lush, green rain forest, while a third car is decorated with a striking wrap-around mural of a soothing sauna leading to an icy lake shore with snow-capped peaks in the distance.

Since I use the subway every day, I don't usually pay much attention to the train I'm riding in, but checking out the decorated cars today, I can say it gave me a nice new perspective on things, along with a definite desire to get out of town for a "renewal" of my own. In addition to the subway interiors, the campaign uses experimental mediums such as 3-D and Bluetooth billboards, where you can download the most soothing ringtone of recent time. And in one of its more surreal moments, a sub-media visual campaign features images projected on the subway tunnel walls that act like an animated flip book visible to passengers inside the speeding subway cars. Morning commuters get treated to the unfurl of the signature Westin botanical, while the evening rush can enjoy a vision of crashing ocean waves. It's a peaceful sight right when stressed out commuters need it most. Anyone who is yearning for an escape to a more relaxing, refreshing place will appreciate these colorful subterranean diversions that help provide a peaceful little break during a hectic New York day.

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