Sézane Multi-City Campaign

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.

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).

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.

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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.