There is a man named Issy Salomon who sells the most beautiful handmade jewelry that I have ever seen. I wanted to buy a gold necklace with a sword and feather from him. We talked for about 15 minutes and I discovered his passion for jewelry making. He invited me to his trunk show at Jussara Lee in the Meat Packing District. I decided that I would go to see his collaborated work.
As I was walking south on 9th Ave toward Little West 12th Street, I noticed an intrusive Abercrombie and Fitch advertisement. As we all know, the ornate redbrick buildings, the cobble stone streets, and the strangely allusive meat packers themselves, give the neighborhood its charm. I literally stopped in my tracks and observed the ad for a moment. I looked around to see if anyone else was doing the same, and no one was.
The ad was draped over almost one full side of a building and was grossly omnipresent. One's eyes can't help but be drawn to the ad because of its sheer magnitude. Typical of Abercrombie's tired and boring campaign, there was a man featuring his well-cut chest and abdomen with "Abercrombie and Fitch" in the background.
The more I looked, the angrier I became. I enjoy advertisements. I think they are swell, but only when they are placed properly and targeted at the right audience. Probably 2% of the people that visit and live in the meatpacking district frequent Abercrombie stores. Anyone who has ever walked around the MPD has noticed the hoards of people draped in Dior, YSL, Gucci, LV and Dolce. The MPD has turned into a mecca for Manhattan's affluent and young socialites to gather. These people want high-end clothes and boutiques that can't be found elsewhere. An ad for Abercrombie would fit well in Times Square or even around the Seaport, but in the MPD, Abercrombie's ad people have certainly missed the target.
I wonder if these people have ever been to the MPD? Have they ever seen the kind of people who hang out in the bars and restaurants there? Have they seen the kind of shops that exist there? I think what makes me most angry with this ad is that:
1. The ad completely disrespects the neighborhood. It is too large and takes away from the beautiful architecture in the area (beautiful architecture excludes the Miami-like Hotel Gansevoort.
2. It is thoughtless. For far too long Abercrombie has been running ads that are thoughtless and simply meant to be provocative -- Grow up.
3. It is just absolutely out of place. It doesn't take a genius to look at the surrounding area and the ad to realize that IT DOES'T WORK.