Much more than a mobile billboard, the VICELAND bus is an experience. It's a party space, a content creation space, a communication tool, a rallying cry, a safe space, a hang space and the best damn place to be at any event, pretty much any time.
It’s an incredibly delicate, expensive to maintain, and barely drive-able piece of marketing collateral. But it’s value to the network wasn’t quantifiable. At Art Basel 2018, my former boss even turned down $600,000 from a 19-year-old trust fund kid to purchase it. To him it was art. But to us it was family.
