KIEHL'S SINCE 1851 × JEFF
KOONS × ICMEC

ART & CULTURE

A landmark public art installation timed to National Missing Children's Month — built to put a long-overlooked cause at the center of the national conversation.

THE BRIEF:

Design a partnership for missing children — along-over looked cause — and build it into a cultural moment big enough to claim a national broadcast stage.

The artist was no accident: Jeff Koons' son was abducted in 1992; he later founded the Koons Family Institute, ICMEC's law-and-policy arm.

THE LSR ARCHITECTURE:

  • Anchored in National Missing Children's Month. May 2017 was the heart of the partnership.

  • An eight-party coalition. Kiehl's, Jeff Koons Studio, ICMEC, APF, Saks, and NBC's Today.

  • Seated Ballerina as centerpiece. A 45-foot inflatable sculpture at Rockefeller Center.

THE OUTCOME:

For two months in spring 2017, Seated Ballerina turned Rockefeller Center into a national stage for missing children.

Wall-to-wall press, saturation of organic social, and broadcast pickup at the scale of a major cultural event — the moment missing children had never had.