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Art Or Marketing Trick Around Queen Anne

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Photo: Tom Wright

Walking around Queen Anne we noticed a bunch of bikes painted entirely orange scattered about the neighborhood. At first, the thought was that it was just a random thing, as more appeared it was obvious this was for something. The hope was that it would be some neat art project, maybe to promote a worthy cause. Unfortunately it seems the answer is a little less exciting.
Talking with people around the neighborhood it looks like it's a marketing campaign for a new gym called Orange Theory, opening soon in Queen Anne and Capitol Hill. Not sure why being drowned in orange would be helpful for working out but there you go. Have you noticed these bikes? What do you think about the subtle marketing?