New Yorkers are used to navigating a sea of marketing during their daily commutes. Riders have come to expect that anything visually interesting in the subway is trying to sell them something or build a brand.
However, one creator is actively changing the scenery, bringing unexpected warmth to our daily grind.
A personal gift to the city
Love In Transit NYC is an art initiative designed to deliver messages of love, imagination, and joy to commuters in the midst of everyday life. This project is different from typical transit takeovers because no brand funded it, and no sponsorships were involved.
The mastermind behind the vibrant installations is Seattle-based artist Sue Sarah Gilbert. Gilbert paid for and created everything herself as a generous gift to New York City.
Finding light underground
The project consists of five installations across the NYC subway system and one in Times Square. Each installation has its own unique theme and location.
Gilbert specifically chose transit hubs for their emotional resonance. “I think one of the most important things in life is transition,” she shared. “We are always in some sort of transition we may or may not realize it, but we are”.
She also noted the profound impact of placing her work underground. “I love the juxtaposition of art that carries so much light in such a dark place,” Gilbert said. “I couldn’t imagine billboards. It always came to me as the subway”.
Where to find the installations
If you need a quick mood boost during your commute, here is where you can find Gilbert’s ongoing work:
You can track the project’s progress at www.loveintransitnyc.com or on Instagram at @loveintransitnyc.
The June “Solstice” module is currently running at the West 4th Street station from June 1 to June 30.
An upcoming July module is scheduled for 6th St & Hudson Square, running from June 29 to July 27.
A September module will appear at Penn-Moynihan from August 24 to September 21.
