Why This Canadian Bank Turned a Baggage Carousel into an Art Installation
Waiting at the baggage claim of an airport is not the most fun experience. Naturally, it sucks to stand there when all you want to do is get out of the airport. And then there’s the additional stress of waiting to know that your bag did make it safely onto the flight, and that during that time, nothing inside of it broke or was damaged. Needless to say, this whole experience is probably not the most fun aspect of any traveller’s journey… unless you’re at Toronto’s Pearson Airport.
Seeking to capture the inspirational and connective power of art, Canadian bank CIBC and FUSE Create worked together to launch ‘Ambition Takes Flight’, a brand new exhibition at the airport’s international baggage carousel. Designed to tell stories of travel and ambition, the collection features work from young, diverse and talented Canadian artists across a variety of mediums including painting, sculpture, and mixed media - aiming to immerse travellers in new ideas and culture as soon as they touchdown.
LBB’s Josh Neufeldt sat down with the team from FUSE Create and CIBC brand manager Cristina DiGiulio to learn more about how this ambitious endeavour came to be.
LBB> An art exhibition at the airport is a great idea! Where did this come from, and what made it perfect for the brand?
Cristina> At CIBC, our purpose is to make our clients and communities’ ambitions a reality, and that includes the ambitions of these talented artists. We saw an opportunity to live our purpose in making their ambitions real by supporting the creation of these pieces, while also rolling out a vibrant and interactive welcome mat for travellers, and a warm welcome home to those returning. FUSE Create was a great partner to work with, as they share our purpose and passion.
FUSE> The airport is a great venue for this because it’s a hub for stories of ambition - it represents new adventures and directions in life. Everybody travels for a different reason, but nobody travels without a reason.
The decision to tell the story of ambition through art made sense for a few reasons. By giving the artists a platform, we were actively able to make their own personal ambitions real. Beyond that, flight itself is a great metaphor for ambition, so it gave our artists a lot to work with. They were each able to take the notion of flight and apply their own stories and points of view in incredible ways. It was also a great opportunity to give travellers a nice surprise at the baggage claim, which is typically a part of flying that can feel like a bit of a chore. Beautifying the space was a way for us to deliver CIBC’s message in a way that actively improved people’s trips through Pearson.
LBB> Please tell us more about the location of choice - Pearson Airport. What made this the perfect spot for the art, and how did you go about securing it as a venue?
FUSE> CIBC has had a partnership with the airport for a few years now, and they’re always looking for new ways to realise its potential and deliver experiences that are memorable and unique to that space. The project was an evolution of that partnership.
Cristina> Travel is a top ambition for our clients and for Canadians right now, so we felt Pearson Airport was a great place to install an exhibit that demonstrates the importance of travel, while sharing art that is representative of the diverse cultures that make up Canada.
This location also gives these incredible up-and-coming artists a global audience, as so many travellers pass through the international baggage claim every day.
LBB> Building on this, tell us more about the connection between travel and art. Why is this significant, and why is it something CIBC cares about?
Cristina> Art tells a story that transcends borders and backgrounds – it’s unique to each of us. It gives viewers a lens to differing perspectives, which is such an important thing when you travel. Showcasing this art not only highlights the diversity that comes with travelling to or living in Canada, but also demonstrates the endless possibilities that visitors, immigrants and Canadians may experience here.
At CIBC, inclusion and diversity are cornerstones of our culture, so it has been a privilege to support the creation of these pieces, which represent artists from all different backgrounds and differing travel experiences.
LBB> Tell us about the featured artists! Going in, were there certain people you absolutely had to have? And what factors drove these selections?
FUSE> We were lucky enough to work with seven talented up-and-coming artists from across the country, who all applied to be featured in the exhibition through an open call. All were asked to submit proposals for pieces that demonstrated the importance of travel and ambition within their own lives, and were selected based on their responses. It was important for us to ensure that the artists represented Canada’s cultural diversity, and offered a range of different viewpoints speaking to their life experiences.
LBB> Did you have a hand in the design or installation process of any of the pieces? And if so, what was that experience like?
FUSE> We gave the artists free reign in creating their pieces, but we designed the platforms that housed the artworks. Getting it right was a balancing act: We had to make sure the art was always the main focus, while also providing enough context for people to understand why CIBC felt these stories of ambition mattered. We took our inspiration from museum and gallery-style presentation, adapting it to work on top of the baggage carousels.
Because fire safety is such a major concern at airports, we had to work closely with each artist to ensure that their art met certain guidelines and regulations. While the artists maintained full creative control, we were in communication to ensure they were using approved fire-safe materials, and to ensure that larger pieces (such as Robyn Lightwalker’s ‘Escape Velocity’) were built in a way that they could be mounted safely and securely to the platforms. All the installation was managed by our partner agency, Envision, who work closely with us and CIBC on other projects at the airport.
LBB> What challenges have you faced during the making of or displaying of this exhibition? How did you overcome them?
FUSE> All projects have their challenges, and this was no exception. As we mentioned, there are A LOT of regulations when you want to do something at an airport, and for good reason! So, it meant things need to go through a lot of channels and approvals. It also wasn’t easy settling on which artists to use, because we got so many incredible submissions. The whole process took about 15 months from the time we had an approved concept to installation.
Because of all this, this project was a real testament to the value of the agency-client relationship. CIBC was willing to take the time to settle on the direction for this project, and they stuck it out with us while we worked through the considerable logistics involved. It was a lesson in the value of having a focused, shared vision with one’s clients.
LBB> As a whole, how have people reacted to this exhibition?
Cristina> So far, it has been well received. The work is thoughtful and beautiful, and we are proud to have helped bring this idea to life in partnership with FUSE Create!
FUSE> The response has been very positive! A few of us have been lucky enough to see the displays in person, and we’ve noticed people studying and having conversations about a few of the pieces while waiting for their baggage, as well as scanning the QR codes to explore the digital experience we created for the exhibition - exactly what we were hoping for!
LBB> Is there a particular piece of art which hits home for you?
FUSE> Always a hard question to answer! Andrew Wang's piece ‘Canadian Dream II’ really resonated with us. Not only is it a visually beautiful piece that demonstrates an incredible commitment to craft and detail, but it also serves as such a great metaphor of what Canada stands for - a multitude of different things (people) that are special (perhaps fragile?) on their own, coming together to create something even better. Yes, you can appreciate each piece as its own work of art, but the fact that they come together to create something greater than any one individual piece is quite inspiring. And, the result is something truly special.
Robyn Lightwalker's ‘Freedom of Connection’ also left quite the impact. Not only did she choose a challenging medium to work in - sculpture and mixed media - but she used it as a platform to tell a variety of distinctly beautiful, unique stories that work together as a collective. The vibrant colours and textures really beg to be explored from every angle, making this a piece you can really lose yourself in.
LBB> How does this exhibition fit into CIBC’s plans for 2023?
Cristina> We know that travel is a top priority for so many right now, so our hope is that these pieces of art (and the stories that inspired them) have a meaningful impact on viewers and positively enhance the travel experience for everyone who sees them.
LBB> Is there anything you’d like to add?
FUSE> The displays are up now, and our hope is that they will be a permanent feature on top of the baggage carousels for years to come. But, check a bag on your next flight! We promise it’ll be worth it!
