Norton Simon Museum of Art

The Norton Simon Museum is known around the world as one of the most remarkable art collections ever assembled. Often less visible in the press than its Los Angeles area counterparts, the museum turned to LGI to develop a high visibility marketing-communications campaign.

Key to the strategy development and implementation was the opportunity to leverage the seasonal visibility of Pasadena and the Tournament of Roses Parade. Television coverage of the Parade (which passes directly in front of the museum) attracts approximately 17 million viewers each year.

In response to this, the LGI team created a unique icon: a 3D, "stationary float" with live flowers and seeds in the shape of the parade rose logo, and placed on the museum building. To this day, the innovative "float" attracts national and international media attention from news and film crews which broadcast the Parade live.