Key attractions: Unlocking New York secrets

New York – A new art project provides the public with keys to explore hidden spots in New York.

Key to the City by artist Paul Ramírez Jonas gives out keys to more than 20 sites across New York City’s five boroughs.

Sites include the Brooklyn Museum, the Cathedral of Saint John the Divine, sweet shops and gardens. Keys are distributed from a kiosk in Times Square, open daily until June 27. ‘On entering the commons [a temporary park at the front of the queue], particpants will fill out a page of the communal ledger, preserving the key ceremony for posterity,’ the artist explains.

The project is a great example of how brands can engage consumers. Not only does it foster better relationships with them, but they also feel that they are receiving a personalised experience.

For more on this read our Brandtocracies trend report.