Sézane Multi-City Campaign
French fashion brand wheatpaste across two coasts. Tribeca scaffolding, Sunset Blvd walls, one creative system, two cities, five weeks.
- Placements15
- Cities2
- Duration35d
- Documented30install photos on file
A French house, planted in twelve American windows.
Sézane wheatpaste campaign across NYC and LA. 15 placements covering Tribeca scaffolding and Sunset Boulevard. Bicoastal fashion OOH rollout.
Sézane is a French fashion house selling contemporary apparel to the 24-44 coastal creative-class buyer.
The brand wanted to expand US presence without the typical media-mix sprawl: no national broadcast, no programmatic display, no social-saturated influencer plays. Instead: precise urban placement in two cities where Sézane's core audience already shops. Print the brand onto the neighborhoods where that audience walks.
Two-city strategy: New York to anchor the Northeast corridor; Los Angeles to own West Coast cultural cache. One visual system. Different surface contexts per market. The goal wasn't reach; it was density and context. If a Sézane customer shops in SoHo or Melrose, they pass the work twice a week minimum.
Where we ran it.
The target was construction scaffolding at 105 Chambers Street, a high-volume pedestrian corridor between two subway stations. Morning commute traffic feeds directly past the surface. Evening retail-hour traffic stacks on top. The scaffolding wraps a multi-year construction project, meaning the poster placement had guaranteed durability, no 48-hour removal risk.
Tribeca accounts for roughly 18,000 daily pedestrian passes through that intersection. The secondary corridors, Broadway south of Houston, down toward the Holland Tunnel approach, add another 45,000 daily passes from regional retail and commercial traffic.
Los Angeles: Sunset Boulevard, from West Hollywood into Silver Lake. Nine placements across high-visibility walls in areas where Sézane's audience congregates for dining, retail, and nightlife. The route covered three distinct neighborhoods:
- Silver Lake (music-industry and design-studio density) - Los Feliz (boutique retail and gallery culture) - West Hollywood (streetwear and fashion retail)
Daily foot traffic on Sunset Boulevard ranges 60,000-120,000 depending on the specific corridor. The placements landed in the evening-peak zones where retail browsing and pre-dining foot traffic concentrates.
What we ran.
The NYC execution centered on a repeating logo-lock design, ideal for the vertical geometry of construction scaffolding. The LA placement rotated between three creative variants, each sized and positioned to work the curve of brick walls and street-corner sight lines.
Both cities used the same base material: high-weight poster stock with UV-protective lamination, wheat-based adhesive formulation, and hand-application technique. No underlays, no additional stickers or tags, pure brand mark.
Phase One: NYC execution (Week 1-2)
The scaffolding at 105 Chambers Street required a site survey and a 48-hour pre-install window with the construction manager. The surface was already wrapped in protective netting, a common scaffolding-stage friction point. The crew worked with the site PM to coordinate a four-hour installation window during the 10am-2pm traffic valley, when foot traffic dipped enough to allow safe equipment placement without disrupting the corner's retail flow.
Nine posters per wall × two wall faces = 18 posters across the primary intersection. The geometry of the scaffolding meant working vertically and avoiding the sight lines toward the building's street-level retail. Every poster was hand-trimmed on-site to account for the netting texture, then pasted in sequence from bottom to top. Cure time in NYC's March conditions was 36 hours under dry conditions. The crew returned on Day 3 to document the full install with no weather delays.
Secondary placements along the Broadway corridor (6 additional posters, spread across four locations) rolled out in parallel on Day 4-5, using the same hand-paste application but on brick-wall surfaces with simpler geometry. Those surfaces didn't require coordination with third parties, they were open-market wall availability. The install window was longer (7am-11am, before downtown retail foot traffic peaks) and allowed for a five-person crew to move efficiently across multiple blocks.
Phase Two: LA execution (Week 2-5)
Los Angeles required a different logistical approach. The nine-location Sunset Boulevard route needed neighborhood-by-neighborhood execution because each wall had different surface conditions, building-owner coordination, and permit status. Some walls were owner-friendly paste-up territory; others required brief conversations with ground-floor retail staff.
The crew split into two teams: one based in Silver Lake (3 placements), one in Los Feliz/West Hollywood (6 placements). Each team spent 48 hours in their zone, hitting multiple walls within a two-block radius before moving locations. Install windows shifted by neighborhood:
- Silver Lake: 7am-10am (neighborhood residents sleep in; early foot traffic is minimal until brunch hours at 11am) - Los Feliz: 6am-9am (higher early morning density due to fitness studios) - West Hollywood: 8am-11am (retail doesn't open until 10am; pre-retail foot traffic is light)
LA's March weather was cooperative (75-80°F, zero precipitation). Cure time held at 36-48 hours. By Day 10 of the campaign, all nine LA placements were documented and GPS-tagged. The secondary waves (if any refreshes were needed) didn't trigger, all nine surfaces held through the full 35-day window without degradation.
Documentation and proof
Every poster was photographed immediately after installation, capturing the full wall face, surrounding context, and street-corner geography. GPS coordinates were logged for all 15 placements. NYC crew photographed at 10am on Day 3 (post-cure). LA crew photographed at 9am on Days 3, 5, 7, and 10 (one photo per location post-cure, then monitoring shots to confirm surface integrity).
Proof.
Every photograph time-stamped and location-confirmed via GPS. No crew names or company logo visible in any shot, pure brand environment capture.
The scaffolding in NYC held through May (beyond the 35-day campaign window), meaning Sézane's brand footprint lasted approximately 60 days before the construction phase ended and the scaffolding came down. The Sunset Boulevard placements in LA showed normal weathering by Day 45 (edges starting to curl), consistent with springtime climate degradation.
Social pickup: minimal. The campaign was designed for in-market foot traffic and pedestrian discovery, not Instagrammability. No paid amplification.
Notes.
A single conversation with the PM opened a guaranteed 60-day window with zero removal risk. That's the inverse of guerrilla: when the surface has existing governance, that governance becomes an asset.
The two-city stagger (Week 1-2 NYC, Week 2-5 LA) meant crew logistics stayed light, one team moved sequentially rather than splitting across time zones simultaneously. Both markets finished within their target duration windows. The brand exposure density in both neighborhoods hit the goal: a Sézane customer in Tribeca or Sunset Boulevard saw the brand 10+ times across the 35-day window, depending on shopping patterns.
The fashion vertical rewards this kind of placement specificity. Brands in that space are buying precision, not raw reach. 15 placements in high-intent neighborhoods outperforms 50 placements across generic urban locations. Sézane's follow-up media spend after this campaign (confirmed via client debrief) increased because the wheatpaste work created neighborhood-level saturation that proved the audience was present and engaged.
Why paste on construction scaffolding instead of a wall?
Because a managed surface comes with a known window. The scaffolding at 105 Chambers Street wrapped a multi-year project, so the placement carried no 48-hour removal risk, and one conversation with the site construction manager set the terms. It held roughly 60 days, past the campaign window itself. Surfaces that already have governance are often easier to clear than open-market walls.
Does one creative system work on scaffolding and on a brick wall?
It has to be laid out differently for each. New York ran a repeating logo-lock built for the vertical geometry of the 105 Chambers scaffolding, pasted bottom to top and hand-trimmed on site to sit into the protective netting. Los Angeles rotated three variants sized to the curve of brick walls and street-corner sight lines. Two stock sizes covered both, 36 by 48 and 42 by 60.
Can one crew cover two coasts, or does it take two teams?
This ran staggered rather than simultaneous. New York went first across weeks one and two, Los Angeles followed across weeks two through five, which kept a single operation moving instead of standing up two. Inside LA the crew did split into two teams by zone, because the nine Sunset Boulevard walls each came with their own surface conditions and owner conversations.
What does monitoring look like after the paste cures?
The LA crew shot each of the nine locations at 9am on days 3, 5, 7 and 10, one post-cure frame and then monitoring passes. All nine held the full 35-day window without a refresh wave being triggered, and edges only began to curl around day 45. Every photograph is time-stamped and GPS-confirmed, with no crew or company logo anywhere in frame.
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Campaign documentation by Beyond Street Media. NYC coordination and photo by Still Wet crew. LA execution and monitoring by West Coast operations. May 2026.
23 additional installs.
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