Experiential Strategy and Creative Direction for the Concept Development Phase of the Hudson Yards Sales and Marketing Center on behalf of the Rockwell Group for Related. As Freelance Senior Associate for Rockwell Group, I lead a team of architects, interior designers and interactive designers to develop, pitch and win the project, and then deliver the Concept Development Phase for the 25,000 square foot activation showcasing the largest private real estate development in the nation’s history.
The objectives for the Sales and Marketing Center were to introduce potential residential buyers and commercial tenants to the comprehensive 26 acre, 15+ year project to build the revolutionary “city within a city” on Manhattan’s far west side. The multi-platform architectural / experiential program would welcome buyers and tenants to explore, engage and discover the full scale and scope of the development: legacies and advances in urban planning and smart cities; cultural, economic and technological integration with the urban fabric of the New West Side; residential and commercial planning; arts, culture and lifestyle amenities; extensive sustainability measures, and much more.
The project pitch, winning bid and concept development phase encompassed crafting a strategic point of view, experiential program, project scheme, and creative look and feel related to architectural programming, interior design, interactive technology, and digital content. Leading an experiential / architectural marketing program on this level required a deep understanding of Rockwell Group’s tenets, Related’s brand strategies and core businesses, as well as the abilities to orchestrate and drive a highly complex project from the ground up; define and lead the creative vision internally; work directly with senior contacts at Rockwell Group and Related s in order to drive the project forward successfully.