Overview
Check THIS baggage! When Away partnered with visual artist Gab Bois for their “Get Away With More” holiday campaign, they needed a show-stopping prop that would turn heads in the bustling streets of SoHo. Smash Design was tasked with creating an 8-foot replica of Away’s iconic suitcase—a rolling, supersized sculpture that would capture the brand’s sleek aesthetic while surviving New York City’s unpredictable weather and constant foot traffic. You already know who got the call!
Process
To transform Away’s signature luggage into a larger-than-life street installation, we combined precision CNC foam sculpting with weather-resistant engineering. Working from the exact specifications of Away’s classic carry-on, we scaled every detail to create a piece that maintained the brand’s minimalist elegance at massive proportions. And of course, it had to have working wheels!
Our process included:
- Sculpting & Shaping: Carving the oversized suitcase from high-density EPS foam, meticulously recreating every curve, corner, and clasp at 8-foot scale.
- Hardcoating: Applying industrial-strength coating to create a durable shell that could withstand NYC weather, curious hands, and inevitable Instagram photo ops.
- Structural Engineering: Building internal reinforcement to ensure stability on city sidewalks while maintaining the clean lines of Away’s design aesthetic.
- Paint & Finish: Achieving Away’s exact brand colors with automotive-grade paint systems, topped with protective clear coats for a pristine, retail-ready finish.
The Smash Design team fabricated the sculpture in our Texas studio and delivered it to Away’s marketing team for the giant prop’s big debut on the streets of NYC.
Result
Our giant suitcase prop became viral sensation that embodied a playful artistic vision while showcasing Away’s commitment to functional design. The sculpture became a must-see attraction, with visitors lining up to snap photos next to the colossal carry-on. From concept to street display, this collaboration proved that when art meets commerce on the streets of New York, bigger really is better.
At Smash Design, we love projects that blur the lines between art installation and brand activation. This Away sculpture was the perfect example of how we bring impossible ideas to life: lightweight, resilient, and built to travel, just like real Away Travel cases!
