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Serenade on the Avenue


TYPE: Burst

CLIENT: Dranoff Properties

SECTOR: Real Estate Development

HIGHLIGHTS: News coverage on Channel 4 British Independent TV, 6ABC, CBS3, NBC10, FOX 29, and WHYY radio. TV magazine features on 6ABC’s FYI Philly! and Localish, WHYY’s You Ought to Know, Fox 29’s Good Day Philadelphia, and NBC10’s Philly Live. Print and online stories: Gannett newspaper syndication, Philadelphia Magazine, Philadelphia Tribune, Metro, and Uwishunu blog

Challenge: Fall’s arrival typically marks the start of the performing arts season in Philadelphia. But in 2020, with the arts season canceled, the Avenue of the Arts was eerily quiet. The only sign of life was the ongoing construction at Arthaus, the 47-story condo high-rise across from the Kimmel Center. With the City in the grips of the pandemic, Arthaus was barely noticed. Placing a spotlight on the building’s progress was our mission.

Solution: M+G’s first job was to create a TV opportunity that showcased Arthaus's beautiful façade, location, and construction progress. The idea was to turn Arthaus into an actual art house for three nights with live music. With all the art venues shuttered, the building's windowless frame made a perfect amphitheater. Our second goal and equally important was to lift the City’s spirits by offering live music from a safe social distance. We built a pop-up stage seven stories high that faced City Hall and invited the neighbors to take a spot on the sidewalk for three live concerts of Opera, Jazz, and Broadway hits. The performers were UArts faculty and students who hadn’t performed together for more than six months. Each show paid special tribute to a different set of essential workers.

Serenade Jazz Concert.jpeg
Serenade Fox Interview.jpg
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