The Edge

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

Awards:
Fast Company, Most Innovative Architecture
NYCxDesign, Best Installation/Exhibit
Interior Design, Best of the Year Award

The Edge is the tallest outdoor observation deck in the Western Hemisphere, and the most prominent building in Hudson Yards. For this multiyear project I led the brand experience strategy and creative direction for the entire experiential masterplan that spanned four floors and over 1,131 feet high.

The challenge was to competitively position the brand and experience against some of the most iconic attractions in the world, as well as tell the larger-than-life story of Hudson Yards in a compelling and exciting way. Every second in the user journey is choreographed with immersive architecture, content, sound, light and effects. I directed every element from storyboarding, scripting, style frames, art, motion and sound direction. ‘The Journey to the Edge’ is a thrilling experience of Manhattan’s first 21st century neighborhood, culminating with unparalleled views over the city.