Marketing the Largest Development Ever In New York
Hudson Yards on Manhattan’s West Side opened its first phase in March of 2019 after nearly a decade of development. It is the largest development by investment in the history of New York City, with a final developed footprint of over 8 million square feet. In the years leading up to its historic opening, our team worked closely with Related and the various designers of Hudson Yards to develop marketing imagery and other collateral. We developed dozens of visual assets as well as an interactive 360-degree interactive tour of the Shops at Hudson Yards.
One of our primary value adds was our seamless team and client servicing. We maintained an active model of the entire site that included constantly changing design models from over a dozen multi-national architecture firms, we live-updated the interactive tour with an evolving roster of over 200 retail locations, we drew on our expertise for design resolution, and all the while we delivered stunning visual content on an ongoing basis.
In particular, for marketing The Shops at Hudson Yards, we created an interactive 360-view app that was one of the key marketing assets during the prime lease-signing period leading up to its opening. Our ability to seamlessly integrate the interior design with realistic retail frontages in an immersive and flexible app facilitated leasing at one of the most successful and ambitious retail undertakings in New York City.
Diller Scofidio + Renfro
Kohn Pedersen Fox
New York NY
Art Direction from a Single Hand – Creating Urbanism at Hudson Yards
Our team’s ability to synthesize immediately the design intent of multiple players allowed us to lead in the creation of stunning images that captured the exciting urbanism to which the developers of Hudson Yards were aspiring. Our work gave equal attention to all designs and imbued life to each – whether interior, landscape, people, or other – so that each design project is shown in its best light and together the visuals could become even larger than the sum of its individual parts.
Retail Marketing for the Largest Retail Development in New York
We worked closely with ownership to manage and coordinate a roster of over 200 evolving retailers for one of the most ambitious singular retail undertakings in New York. The stunning images were constantly updated with new retailers as leases were signed or new opportunities arose, and our ability to communicate the exciting potential of the space helped to drive deals and facilitate ownership’s desire to curate the mix of locations so as to maximize the synthetic potential. The Shops at Hudson Yards has been an enormous success in its first year since its opening and we are proud to have been a part of launch effort.
The 360 Interactive
The 360-interactive included over 250 custom storefronts that were immersive in their reality. The app format for this interactive tour was key to its success. While loaded onto iPads, it allowed experiencing the construction site in an immersive manner and facilitated C-Suite conversations to flow seamlessly onto the app without interrupting one-on-one interactions. Because the interactive was html5 code-based, we could easily share over an e-mail link custom builds of the entire mall with specific retail locations custom-built for a specific retail entity to help drive specific lease deals.