Keen teamed up with the Conservation Alliance at the Outdoor Retailer Winter Market, Jan. 23-26, in an artistic initiative to celebrate wild places. The Portland-based shoe company transformed a downtown building in Salt Lake City, across from the Salt Palace, into a 60-by-100-foot canvas and illuminated it with digital images and colors reminiscent of the Northern Lights sky. Visuals included a colorful projection of the Aurora Borealis on the large canvas on the side of the building, and the appearance of twinkling stars in the building windows. The light display was also accompanied by a musical soundtrack, curated by Matthew Patterson Curry. Keen sought to find an original and thought-provoking way to inspire people to get outdoors and care for the earth. The Conservation Alliance is the longtime partner of Hybrid.Care, Keen's corporate social responsibility program. Linda Balfour, director of marketing at Keen, is also a board member of the Conservation Alliance. Keen has donated more than $1 million to the Conservation Alliance since 2007.