Community unveiling of 'Symphony in DC Major' by acclaimed local sculpture artist, Zach Oxman. The three-figure sculpture played homage to the rich history of Duke Ellington, Alma Thomas and the neighborhood's namesake, Colonel Shaw.

On June 11, 2015, Symphony in D.C. Major was unveiled in the Shaw community at City Market at O. Roadside Development intentionally designed the building with six niches to showcase enriching art and celebrate the history of the community.

Through an introduction by Long View Gallery, Roadside Development commissioned the internationally acclaimed, DC native sculpture artist Zachary Oxman. Oxman's most notable works include the Duke Ellington Sculpture at the U Street Metro stop and dignitary gifts for the State Department. 

To engage the community with the artwork, a two-month long social engagement and marketing campaign was created through strategy partnerships. 

CAMPAIGN COMPONENTS

NICHE COVERINGS: 
One month prior to the event a cover was installed in front of the niche. It's purpose was to cover the art installation, promote the unveiling event, and introduce each historical figure being honored. 

 
 

 DIGITAL STRATEGY: 
 An event landing page was created on the property website. The landing page had an event countdown, biographical information about Duke Ellington, Alma Thomas and Colonel Shaw, and two videos interviews produced for the site. 

PUBLIC RELATIONS: 
A public relations campaign was designed to target different publications and different angles of the commission. The pitches focused on the unveiling event and the significance of the commission. Press coverage directed the reader to the specific event landing page, thus creating an second layer of engagement.

      Notable Coverage Includes: 

GRASSROOT EFFORTS:

In partnership with the DC Public School System and the Shaw Main Street Association, coloring books were distributed to the neighborhood elementary schools. The coloring books had images of each historical figure and notable buildings in the Shaw neighborhood. It also included event information for children to share with their parents. Lastly, the sculptures were included in a walking field trip the last week of school so the children could see what they were learning about. 

THE UNVEILING EVENT:

The 2-hour long public unveiling event happened on P Street, NW. The street was shutdown and opened up to a community block party. The guests enjoyed food from the neighborhood restaurants, live music from JoGo Project, and special speeches from Ward officials and those involved in the commission. 

Partnerships Included: