The deal behind the billboard
A bus shelter arrives in a city and the city pays nothing for it. Who owns the furniture, what each route costs, and why almost no city will tell you what it earns.
Introducing Lumen Trails!
Activations
Guerrilla
We’re proud to introduce Lumen Trails, our newest addition to the street marketing family specialising in the most creative Wild Projections.
Lumen Trails transforms buildings into moving stories with bold, high-impact video projections. No screens. No rules. Just pure light, attitude and ideas. From guerrilla drops to city-wide shows and now offered worldwide: if it glows, we go!
How do we do it?
We take a brand’s wildest idea, break it open, rebuild it in pixels, and blast it straight onto the side of a building. Or a bridge. Or a silo. Whatever you’ve got. Wherever you want.
We illuminated the streets for: FC Barcelona, Kipling, Imagine5, Calvin Klein, Eastpak…and many more
Meet our team who’s ready to help you out at info@lumen-trails.com
Our services
Articles
Stay updated
Who says yes? Five routes onto the street
Five ways onto a street, and only four involve somebody saying yes. Who owns the surface, who to ask, and who pays when nobody did.
The poster war: how Amsterdam’s wild posters carved up a city they did not own
Two Amsterdam poster crews went to war over walls neither of them owned. And then, one of them got a licence from the authorities.
Where guerrilla marketing came from
Guerrilla marketing was named in 1984. Amsterdam archives show us the trade is a century older. From an 1875 complaint to a wall for rent in 1915.
Green graffiti, reverse graffiti, chalk stencils: what’s the difference?
Reverse graffiti, green graffiti, chalk stencils: clients mix them up all the time. Here is what each technique is, how long it lasts, and how to brief correctly.
OOH marketing for startups: how to create street-level buzz without a huge media budget
MOJU, Le Smash and JUNI all prove the same thing: the right streets make a small brand impossible to miss. Here's how each one did it.
What makes a special build actually work
Three brands, three special builds, one same result: people stopped, looked twice, and remembered it. Here's what makes a special build worth stopping for.
Beyond Europe: what it takes to run street marketing globally
Every new market comes with its own rules, its own risks, its own learning curve. Here's what it actually takes to make it work, city by city.
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