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Look Up: Agency Transforms Water Tower Into Art Projector

Rusty, the 100-year-old water tower that resides on the roof of Carmichael Lynch in Minneapolis, received an artistic upgrade that draws pedestrian attention skyward.

The agency partnered with the Minneapolis College of Art and Design to create a loop of mapping projections running throughout April from sunset until midnight. Projects differ in time, running from 15 seconds to 2 minutes, totaling a 10-minute loop. See it here.

“In 2010 Carmichael Lynch began projecting visuals on the water tower that sits atop the agency's offices in the Warehouse District in downtown Minneapolis,” said Dave Damman, chief creative officer at Carmichael Lynch “It was conceived as a public art space that would showcase pieces from a variety of artists. In 2012 the agency opened up the unique canvas to students from the Minneapolis College of Art and Design and their work is currently being projected.”

Students had one month to submit their work and judges from Carmichael Lynch selected an overall winner and finalists.

It’s not every day that a water tower gets a makeover; the last time I heard of a water tower campaign was in 2009, when a water tower was covered with a knitted yellow cozy for D&AD's annual award show. Read about it here.

The water tower doesn’t include any Web addresses or Twitter handles, only art. The project broke April 1 to coincide with the Minnesota Twins opening game. Fans inside Target Field are treated to a great view of Rusty.

According to Damman, the biggest challenge for the students was “figuring out how to design something that translates to the tower’s unique shape."

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