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Cycle for Survival, owned and operated by Memorial Sloan Kettering Cancer Center, approached Guild with the mission to amplify their experiential activations through the visual development of event fixtures. In turn, Guild designed and built the new Cycle for Survival Tribute Wall. Standing at 8’ ft tall and 15’ ft wide, the modular monument offers participants hundreds of spinning cardholder mounts to honor memories–in the form of written notes or images–representing loved ones they are riding for. Each wall had a sequence of stanchion columns with a vertical pattern of individual spinning card mounts, inviting passersby to engage with the physical construction as well as displayed content. The Tribute Wall ventured out on a five-city tour throughout the nation, where celebrities, media, and other participants looking to eradicate the disease, raised money to fund rare cancer research with the help of founding partner, Equinox, where rides were held.
Tribute Wall