Hudson Yards is the largest private real estate development in the history of the United States.
REAL ESTATE / B2B
Client: Related
Role: Creative Director, Designer
Team: Strategists, Client Stakeholders
Agency: Vis-à-vis Creative
Hudson Yards had a goal of committing luxury brands to elevate their presence in NYC.
Our integrated “Celebrity Collaborator” campaign brought well-known designers, chefs, and architects to the front of the conversation, letting their personal Hudson Yards stories become the pitch for other luxury retailers to join the development.
The print and digital campaign launched in the “Bible of Fashion” trade publication Women's Wear Daily. It asked, "Can a neighborhood change the world?"
The campaign then featured personal quotes from each collaborator with the call to action to #BeInTheNext.
Each celebrity business role model was photographed in their place of inspiration. The headline was their custom signature, to signify their signing on as part of Hudson Yards.
#BeInTheNext
More than 24 million people will visit Hudson Yards every year. The site includes more than 17 million square feet of commercial and residential space.
The city of New York was already well aware of this project with preconceived notions, so our team needed to grab the attention of potential buyers.
My conceptual design work and collaboration brought names like Thomas Keller of The French Laundry and Karen Katz of Nieman Marcus to life. The campaign was a success in driving the project to be seen as a premier destination for other retailers like Louis Vuitton, Kate Spade, Coach, and Magnolia Bakery to #BeInTheNext.