Community unveiling of the private-public commissioned of Symphony in DC Major, by acclaimed local sculpture artist, Zach Oxman. The three-figure sculpture played homage to the rich history of Duke Ellington, Alma Thomas and Colonel Shaw, whom which the neighborhood was named after.
On June 11, 2015, Symphony in D.C. Major was unveiled in the Shaw community, at City Market at O. Roadside Development intentionally designed the building with six niches to showcase enriching art and celebrate the history of the community, in which it was investing in.
Through an introduction by Long View Gallery, Roadside Development commissioned internationally acclaimed, DC native sculpture artist Zachary Oxman. Oxman's most notable works include the Duke Ellington Sculpture at the U Street Metro stop and dignitary gifts for the State Department.
To engage the community with the artwork, a two-month long social engagement, and marketing campaign was created through strategy partnerships.
Campaign Components:
NICHE COVERINGS:
One month, prior to the event, a cover was installed in front of the niche, to cover the installation but also introduce each historical figure that was being honored.
DIGITAL STRATEGY:
An event landing page was created on the property website. The landing page had an
event countdown, biographical information about Duke Ellington, Alma Thomas and
Colonel Shaw, as well as, two videos interviews.
PUBLIC RELATIONS:
A public relations campaign was designed to target different publications and different
angles of the commission. PR was focused on the unveiling event, the significance of the
commission, and to tourism outlets to create a sightseeing opportunity for the future. Press
directed the reader to the specific event landing page.
Notable Coverage Includes:
GRASSROOTS:
In partnership with the DC Public School System and the Shaw Main Street Association,
coloring books were distributed to the neighborhood elementary schools, and the
sculptures were included in a walking field trip the last week of school.
THE UNVEILING EVENT:
The 2 hour long public unveiling event happened on P Street, NW. The street was shutdown and opened up to a community block party field. The guests enjoyed food from the neighborhood restaurants, live music from JoGo Project, and special speeches from Ward officials.
Partnerships Included:
- Roadside Development
- DC Commission on the Arts and Humanities
- Shaw Main Street Association
- DC Public School System
- Long View Gallery
- Bozzuto Management Company
- Local small hospitality and food businesses