WALLPLAY Debuts Its First ‘Artist Billboards’ at Former Moscot Building
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The final remnants of Moscot at 118 Orchard Street (86 Delancey) are completely lost to the sands of time. No more yellow facade or pollution-based ghost signage; it’s all buried beneath a couple layers of black paint. The reason, as we first reported last week, is the arrival of a short-term art-vertising project onsite.
WALLPLAY has officially marked its spot with the inaugural work in a series of “artist billboards.” First up is an installation by street crew Mint & Serf called “None of Us is Greater Than All of Us.” It features a poster that reads on the Orchard front and some art on the Delancey side.
In its own words, WALLPLAY, operated by The City Firm, is basically a “plug and play exhibition platform” that marries elements of art and advertising. Marketing campaigns, sponsored murals, and branded art will compose the onsite programming. A “concept shop” is planned for the ground level, and will offer “branded experiences and product launches.”