To help the French-Canadian city of Sherbrooke rent out some of its abandoned storefronts, artist Niklas Roy installed a “For Rent” sign in the window of a tenant-less shop. However, this advertisement was not like most that we typically encounter on our roadside strolls.
Designed as part of Sherbrooke’s Espace [IM] Média festival, Roy’s “A Louer/For Rent” installation tracked the movements of passersby and followed them as they walked past the shop. His simple set-up consisted of a surveillance camera mounted onto the exterior of the shop, and a computer that moved the signs based on the walkers’ trajectories. This innovative yet slightly creepy marketing strategy called attention to a commonly overlooked advertisement, and strove to catch people’s attention in a way that stationary flyers could not.
Watch the video below to see just how Roy was able to capture people’s attention, and hopefully find the storefront a suitable and loving tenant: