Hudson Yards —
Brand & Retail Experience Center

Role: Creative Director, Brand Experience Strategist
Client: Hudson Yards, Related, Corcoran Sunshine

Hudson Yards is the most expensive real estate deal in U.S. history and “the most ambitious development ever built in New York City” (Businessweek). The brand and retail experience center had the challenge of introducing the Hudson Yards brand to the world years before it was even built.

I led creative for the entire brand experience and directed many of the launch marketing visuals and materials for Hudson Yards. We worked closely with the executive team to competitively position the brand and develop the narrative which unfolds through the experience center.

The journey starts off with a grand narrative introducing Hudson Yards, and a series of digital and physical touchpoints that blend brand storytelling, luxury and technology. Moments of immersion, discovery, interactivity and wonder are carefully choreographed into the experience. It ends with custom interactive retail and sales tools which we designed and developed for the Corcoran Sunshine sales and marketing team.