Edge at Hudson Yards
Role: Brace experience strategy, Creative Director
Client: Related, Hudson Yards
Awards:
Fast Company, Innovation by Design Awards
NYCxDesign, Healthcare Honoree
Experiential masterplanning for the tallest observation deck in the Western Hemisphere.
Tired of disconnected and outdated healthcare, Tia is a champion for holistic, 21st century care that’s designed by women for women. Tia wanted to launch their first flagship in NYC and we were challenged to create a seamless journey that connects a series of digital and physical touchpoints.
We conducted service design workshops with their leadership and medical advisory team to create a frictionless and enjoyable user first journey. The finished experience blends hybrid digital and physical touchpoints with their healthcare platform. We also further developed the brand look, feel and tone into one that guests could truly experience. Tia launched their first flagship location in NYC, with additional locations being opened nationwide.
An immersive physical, digital and emotional journey to the Edge,
that rises 1,131 feet into the air and rises above the clouds.
Experiential storytelling told in four bold chapters, building to a thrilling vision of
the Future of Cities and a 21st century neighborhood.
“The Edge may just be Hudson Yard’s shining star” — CNN
“The Weeknd Opens MTV VMAs with Electrifying Rooftop Performance of Hit
'Blinding Lights’”— People
“Cloudbusting: How Edge Takes Viewing Manhattan to a Whole New Level”— Forbes
“The Edge is indeed bold — not only in concept and timing”— NYmag
“Float above NYC at Edge, the city’s newest observation deck” — LA Times
“Edge, with epic views of New York City and beyond” — CNN
“NYC’s latest architectural thriller lets you walk on glass, 1,100 feet in the air” — Fast Company