Monday

I don’t usually expect too much out of a cold and rainy Monday.

Monday Evening, Part One

Photo by Wally Gobetz.

I have a couple of clients on the East side, and I regularly find myself traveling crosstown at 36th Street. For the last few weeks I have observed a small pavilion rising at the intersection at 5th Avenue. Over 21 days, a vacant lot has been transformed into a promotional stage for Bank of America. A one story building with a giant red steel bow sculpture on top. There was no breeze, but it looked like it might be kinetic— none the less, clearly inspired by Alexander Calder.

The building itself is classic bauhaus corporate, a flat-roof structure in white, likely a customized modern prefab piece. On the 5th Avenue facing side there are holiday window displays like one might find at any of the department stores. On closer inspection, they have buttons along the window— When clicked the displays come to animatronic life. The other three sides have a glass curtain-wall facade, and the bow on top is completed on the four sides by ribbons of animated LED video walls, making the small square structure into an abstract gift box (I’d like to hear what Rem Koolhaas or Paola Antonelli would have to say).

Inside there is a lounge, free coffee and hot chocolate, and a green screen where you can make a custom e-card with your photo or even a video shot of your own holiday greeting from New York. They will then give you a card with a serial number that you enter at their promo site where you can retrieve the address where it is posted on YouTube. There is a counter to sign up for the Bank Americard, but there is no hard sell, no sales people on the floor. There are also a couple of Apple MacPros stationed around the space, tuned to their website’s Bank Americard sign up page.

Did I mention the free massages, free gift wrapping, a free concierge service, and public bathrooms?

When I inquired about who was responsible, I was introduced to Brad Shaw of Concentric Communications, an Omnicom Company. He gave me the topline, and then I went to make a video (that’s his orange card in my hand). Ray Perfetti overheard me, and introduced himself. He shared with me an amazing timelaps video of the entire structure being built. I’d also be interested to know the contractor that pulled-off this 21-day ground-break to doors-open project. Bank of America and everyone involved get kudos from me.

For those who are not aware, Bank of America is currently constructing its new New York corporate headquarters at the prestigious intersection of 42nd Street and 6th Avenue (Avenue of the Americas), which will be the second tallest building in the city upon completion, just short of the Empire State building.

I was told that the Gift on Fifth promotional will only run for 10 days, ending next Sunday, so if you’re on Fifth Avenue, make it over to have a look.

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Monday Evening, Part Two

I breezed through the Bank of America pavilion on my way to catch a cab to a poker game at Pulse Studios. My good friend Al Risi hosts a poker night there every other Monday, and I’d missed the last few. He was giving me some heck for it when we were out at the movies over the weekend, so I felt particularly obligated.

I made a Gambling Mix on my iPod for the night’s music, but there was a Miami Dolphins and Pittsburgh Steelers game on the big-screen, so we waited for half time to go silent on the TV, and put the music on.

Putting your mix out there at a recording studio takes some nerve.

The house standby had been to random-play the Led Zeppelin catalog. Not so original, but always a safe choice in a room full of guys playin’ poker. I decided a best-of White Stripes set would be a good intro. Everyone seemed to dig that. After winning them over, I made the first segue to the Kills, Love is a Deserter. I slipped in The Datsuns’, Sittin’ Pretty, hoping to get a reaction out of Al. When it came on, he asked who they were, so I think I nailed that one. A couple of Iggy Pop tracks scored well, Johanna even inspired some air-saxaphone by a fellow at the next table. The four song Mooney Suzuki set was also well received. Donny was unsure about the Dirtbombs’ cover of Livin’ for the City. The only thing that got a slightly mixed reaction from the room was the Cramps’ What’s Inside a Girl, but I staunchly stand behind the selection. By the time the Nomads set came around I think I was fogiven. I spied a couple people singin’ along to the Friggs’ Bad Word for a Good Thing. Nick Cave’s Red Right Hand changed the whole mood. Donny finally beat me for the consolation prize at the losers’ table. I forgot to include Morphine’s Have a Lucky Day. I’ll have to remember that for the next mix.

The highlight of the night came when Will laid down a royal straight flush.

Crappy photo taken with my Razr.

Comments

[Ray Perfetti]

Thanks for the write-up Chris. To answer your questions, the set (including the bow) was designed by Tom Lenz Designs (www.tomlenzdesigns.com), the set was fabricated by Sonalysts (www.sonalysts.com) and the staging company that ran the construction was Production Glue (www.productionglue.com). The Concentric team, Brad Shaw, Corin Gutteridge, Bill Maher, Juliet Walker, Barry Wells, Regan Letourneau, John Fennessy, Kaye Johnson and myself are all very happy with the outcome. If any of our vendors are listening, thanks for helping us put together a spectacular event. It has truly exceeded all of our expectations. Thank you!