Campaign with a purpose · 01 / 05
Outdoor Art Where Inspiration Breathes
Columbia × Sianti Gallery · Art & Retail Activation
What happens when art leaves the confines of a gallery and meets the public where they don't expect it?
The idea
The idea behind the image.
Art leaves the gallery and meets people inside the store. 17 young artists, 4 stores.
Outdoor Art brought art where nobody expected it: into the stores. It connected the outdoor side of Columbia with contemporary artistic expression.
Seventeen young artists took inspiration from products in the collection, such as a shoe, a jacket or a hat, and turned them into canvases, constructions and sculptures. The works were on display from 19 May to 10 June 2025 at the Columbia stores in The Mall Athens, Erythraia, Designer Outlet Athens and Glyfada.
The works then moved to Sianti Gallery, where they stayed until the end of June. THPAUL took on the creative concept, the design and the execution, so that brand, art and audience could meet in the same space.
- Creative concept
- Activation design
- In-store execution
- Artwork signage
- Partnership with Sianti Gallery
- Columbia The Mall Athens
- Columbia Erythraia
- Columbia Designer Outlet Athens
- Columbia Glyfada
- Sianti Gallery
The artists
17 artists, 17 points of view.
Each work started from a product in the collection and took its place inside the store. Tap a work to see it up close.
A symbol of humanity's coexistence with nature.
The Columbia piece finds a place in the wardrobe not simply as clothing, but as part of a personal world.
The pink jacket, chosen from the collection, becomes the axis of the work: a colour of sensitivity but also of daring.
A tribute to the history and origins of Columbia Sportswear, from Portland, Oregon.
Every peak and every trail leaves a mark not only on boots, but on canvases too.
Between opposing ideas: warmth and coldness, spring and winter.
Two famous portraits wear the hat, a playful intervention in the present day.
A familiar object between the material and the symbolic, leaving room for interpretation.
A personal take on spring, embroidered by hand, starting from the design of a top.
Inspired by clothing designed for activities in nature.
Rebirth, an idea that has occupied people since ancient times.
A scene in the desert, where the garment becomes a protective shield for the central figure.
Fur and industrial design coexist and dissolve the boundaries between the natural and the man-made.
15th-century Flanders meets today's Western society.
The shoe as a mountain: its shape and folds recall a peak.
The wild outdoors is for those who aren't afraid to get dirty, to sweat and to feel free.
The result
The retail space became a cultural venue. A dialogue between the brand, creativity and the public.
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