Art Gallery Row

2010

Whistler is wonderful, but apres-ski, what to do? As the 2010 Olympics approached, a group of galleries decided to join their advertising efforts together, branding themselves Art Gallery Row (they are individual galleries, but located close to each other so offer an easy walking tour). To build awareness, ads were placed in Preview and Whistler Traveller and for the biggest impact, the ads double page spreads featuring a large landscape work as a background with thumbnails of artworks from the galleries not represented by the large work. Each season a background would be selected from a different gallery, so each would get their turn to be highlighted. Stamped with the red logo: Art Gallery Row, the galleries built recognition of themselves as a destination beyond the mountains.