Monos: The Great Unveiling

Fooh concept details:

A giant silver suitcase dominates a city corner, commanding attention before dramatically falling away to reveal a modern glass and brick building beneath. Onlookers, including a traveler with her own suitcase, witness the transformation as the fabric cascades down to unveil the new Monos flagship store. This FOOH advertisement cleverly transforms the travel brand's signature product into the building itself, presenting the store as a gift being unwrapped for downtown Chicago.