Case Study: Catwalk Gallery at Specialized

Transforming the dark hallway

Before there was a Catwalk Gallery, there was this passage way (above) that led from the cafeteria stairs to global marketing and further down product design & engineering. This poorly lit and empty area is actually a heavily trafficked zone where employees often crossed paths in a rush. I thought that this space could be more than just a hallway. I pitched the idea of a gallery to the CMO (Frank Aldorf) and his answer was pretty simple. Yes, Figure it out. With his blessing, I got to work.
The aim was simple: transform this catwalk hallway into an art gallery and create a space where people can connect. The first problem was the lighting. I worked with head of facilities, Alfredo S. Echauri. His crew recently pulled a bunch of track lighting from another space and was very willing to help. I created a lighting plan and combined that with a map of the new space. 

The strategy for the gallery program had two tracks. First, leverage content from the cycling culture at Specialized. We reached out to the photographers, writers, and artists of the brand. The second track called on my personal connections in the art and design world. I used to own an art gallery and through these relationships, I was able to bring something new that they’d never seen before.

Break Through Media custom water bottle

Giving Back

I needed to figure out a low-cost way to give something back to the artists showing in the gallery. I didn’t have a budget to pay them in cash, but Specialized did have an amazing water bottle printing facility on site. I was able to get approval to create a custom water bottle for each show. Half of the bottle were gifted to the artists and the other half to the staff at the openings.

The Grand Opening

In December of 2013 and we kicked off with Brake Through Media: Jim Fryer and Iri Greco. These two amazing photographers traveled with the athletes and put together an amazing show of prints and custom view masters with even more photos. We had our first opening, with wine and snacks. The Specialized employees were treated to the first of many Catwalk Gallery art shows.

Expansion

The bar was set, and from then on we pushed hard to keep the quality, energy, and experience a positive one. New shows went up about every other month, but the schedule was flexible and adjusted to work life.

The Program

Every other show had an obvious bicycle related element. The shows in between featured artists from my own network (I used to own an art gallery) and pushed the boundaries of creative influence.

The shows themselves were remarkable, surpassing all expectations. However, the biggest effect was the sense of unity it fostered among the employees. The opening events became a catalyst for team bonding, transcending mere indulgence in refreshments and treats. I noticed people meeting in this once dark space to talk and share ideas, chat with people they didn’t know over a shared interest and ultimately transforming co-workers into a tightly-knit community. The Catwalk Gallery did all this and much more and I’m very proud of the experience we crafted as a team.

“By showing there was another side to me—that I had creative passions outside of my work—folks got to see that I was more than my job title. It unlocked a lot of conversations with people.”
Janeen McRrae, Senior Creative (Copywriter) @ Specialized Bicycle

This project had nothing to do with my job description at Specialized.

It just needed to happen.