Concept, Design, Photography, Art Direction

The ‘Get Lost Tour’ is a map to nowhere in particular. The B-Reel New York office is located on Washington Street in DUMBO, also known as “Selfie Street”. Herds of tourists flood the street for a photo with the Manhattan bridge. Locals find these tourists increasingly “suffocating,” so we told them to get lost.

With the ‘Get Lost Tour’ tourists are guided by prompts based on the dérive theory. Participants "abandon their usual motives for movement and action, and let themselves be drawn by the attractions of the terrain and the encounters they find there.”*

Press: Campaign Live