NEW YORK — Lincoln helped raise more than $100,000 for the Friends of High Line with a unique gallery experience that created quite the buzz on Manhattan’s West Side.
The “Up” exhibit, celebrating the all-new 2013 Lincoln MKZ midsize premium sedan, was showcased inside an elegant Optidome tent in the Meatpacking District near the High Line. The gallery was inspired by the retractable panoramic glass roof of the new MKZ.
The exhibit featured a customized video that created the experience of driving an MKZ for attendees, a photo gallery that gave guests a first look at the vehicle’s interior and exterior along with performance artists and a DJ.
The High Line is a historic freight elevated rail line transformed into a public park on the West Side of Manhattan. The park is maintained and operated by Friends of the High Line, a non-profit organization that raises private funding to support more than 90 percent of the annual operating budget for the High Line.
In addition to overseeing the maintenance and operations for the High Line, Friends of the High Line presents High Line Art, a program that produces temporary, site-specific artworks that respond to the park’s unique design and landscape, as well as the surrounding architecture.
Approximately 8,000 New Yorkers visited the “Up” gallery and made cash donations to benefit Friends of the Highline. Lincoln matched the donations and created 511 new memberships for the organization.
“Joining forces with the High Line provided us the perfect opportunity to showcase the all-new Lincoln MKZ while benefitting the Friends of High Line,” said Connie Fontaine, Manager, U.S. Lincoln Marketing Communications. “New Yorkers came out in the thousands to experience the new 2013 MKZ. And, we were thrilled that in doing so we are able to present Friends of the High Line with a check for over $100,000 and contribute to their membership growth.”