Featuring two large photomontages of the urban cityscape and a wry environmental message, the van's design stands out - by fitting in. Selig describes the concept as “urban camouflage,” and hopes the van's colorful imagery will inspire interest in its unseen benefits to the city: Using less fossil fuel, producing less toxic emission, and contributing something positive to the community, not just another ad.
Conceived by the New York design firm Sweden Unlimited, the van's photographic decals capture scenes of New York's beauty and grit - skylines, crosswalks, storefronts and graffiti - artfully woven together on the van's sides. The resulting trompe l'oeil effect is both arresting and unique.