ZERO FEET AWAY FROM VISIONAIRE 65 FREE

In a groundbreaking collaboration, Grindr partnered with the iconic Visionaire to promote its 65 FREE issue. Marking a first in Visionaire’s 20+ year legacy, this collectible issue was offered in the form of large-scale posters, distributed freely across public installations in New York City. Grindr engaged its 200,000+ daily users in an immersive campaign, encouraging them to discover Visionaire’s art hotspots throughout Manhattan.

VISIONAIRE 65 FREE Contributing Artists: Daniel Arsham, John Baldessari, Anton Corbijn, Wim Delvoye, Milton Glaser, Gigi Hadid, Glenn Ligon, Christian Marclay, Shirin Neshat, Yoko Ono, Ugo Rondinone, Mario Sorrenti

FREE ART IN NEW YORK CITY

Over three days in spring 2017, Grindr featured 12 specially designed profiles, each representing one of Visionaire’s 65 FREE posters. This interactive experience invited users citywide to discover and claim free art at various installations.

THE SEARCH IS ON

Grindr’s grid came alive with custom Visionaire profiles, encouraging users to search New York City for free art—and potential connections. As users neared a Visionaire distribution point, these profiles rose in visibility on their grid, enhancing the anticipation of discovery.

All profile photos by Remi Lamande, with creative direction by Mark Hsu.

CHATTING WITH VISIONAIRE’S GRINDR BOYS ON THE GRID

As users approached the final stage of their search, they could message these custom profiles for location clues, with “Grindr Boys” replying to assist in those last moments.

Meet Visionaire’s Grindr Boys here.