Hudson Yards is the largest private real estate development in the history of the United States and the largest development in New York City since Rockefeller Center. It is anticipated that more than 24 million people will visit Hudson Yards every year. The site will include more than 17 million square feet of commercial and residential space, state-of-the-art office towers, more than 100 shops, a collection of restaurants, approximately 5,000 residences, a unique cultural space, 14 acres of public open space, a 750-seat public school and a 200-room Equinox® branded luxury hotel—all offering unparalleled amenities for residents, employees and guests.
My team developed an integrated B2B campaign that launched in Spring 2015, targeting luxury brands to join Hudson Yards. The city of New York was already well aware of this project, so we needed to grab the attention of these potential buyers. A world-class team of collaborators were helping shape the future of this expansive development. Our campaign brought these well-known designers, chefs and architects to the front of the conversation, letting their personal Hudson Yards stories be the guiding light of this campaign.
The campaign launched in Women's Wear Daily in print and digital, asking "Can a neighborhood change the world?", then answered with personal quotes from each collaborator with the call to action to #BeInTheNext.
ROLES: Creative Direction, Design
AGENCY: Vis-à-vis Creative