The armory show

A global art destination since its 1994 founding, and synonymous with the arrival of Modern art in the United States, The Armory Show (@thearmoryshow) is New York’s art fair. Digital Counsel was engaged to propel its identity into the next era. By leveraging the Armory’s existing brand and aggressively expanding its presence on social media, we exponentially increased both traffic and followers through paid media, Reels, influencer campaigns, and editorial grid posts written by an established arts editor. The results were clear: thousands of new followers, ten million impressions, the highest amount of content the fair had ever produced, and an inspirational, provocative new identity for a new era: New York’s fair was just the beginning.