New Museum Highjacks Calvin Klein Billboard

In anticipation of its grand opening on the Bowery this weekend, the New Museum "highjacked" the Calvin Klein billboard at the corner of Houston and Lafayette in downtown Manhattan.

Earlier in the week, it looked like this, leaving some to wonder if vandals had attacked:

Then, it turned into this:

(Did you spot the negative image?)

Finally, this emerged:

The New Museum came to us and asked us to do something that would have the whole city talking about it," said advertising agency Droga 5's Ji Lee, who was the Creative Director on the New Museum project. "It was really important to us to create a sense of mystery."

It's mysterious in more ways than one: While it looks like hot-pink paint has dripped down from the top of the billboard, in fact, that effect was achieved by pasting three different sheets over the course of the week.

You'll be able to watch the revelation shortly, when Droga 5 posts a YouTube video.