The Best Billboard I Saw Today

Chicago never smelled so good—right outside Macy’s in The Loop, Destin De Balmain turns a bus shelter into a full-on scenting unit experience. With glossy visuals and a hint of Parisian luxury, this OOH installation by David Atia, Jordan Novick, Ashlee Traynor, and Pooja Thapar proves that even your commute can have main-character energy. Because nothing says “urban rush hour” like pausing to bask in designer fragrance—hashtag elevated transit.