Hudson Yards Sales Experience Center
Mike Brown, Senior Associate, Creative Director @ LAB at Rockwell Group
The Related Company had allocated a full floor in 10 Hudson Yards for an immersive showcase to market and sell this revolutionary "neighborhood of the future" to commercial, residential and street-level retail tenants.The 25,000sf interactive Hudson Yards Sales Experience Center would welcome prospective buyers & tenants to explore, engage and discover the full scale and scope of Hudson Yards through diverse lenses of New York City’s storied legacy in urban planning, smart cities and sustainability, cultural placemaking.
As Senior Associate, Creative Director at the LAB at Rockwell Group, I led the team for the successful New Business Pitch and subsequent Concept/Planning Phase across project scheme, experiential program, interior design and technology integration.
We mapped diverse consumer journeys of potential buyers/tenants to understand the most effective stories we would tell through design, technology and content. Matching cultural/behavioral insights with narrative design methodology, we established guidelines to drive the concept development process of the 25,000 square foot space to bring the Hudson Yards narrative/experience to life.
We programmed the 25.000 square foot floor plate across shared, commercial and residential verticals. Looking to the future of the 20 year development, we established phases for flexible programs so that the Experience Center would evolve alongside the site.
The Welcome Lobby presented a remarkable opportunity to spark enduring wonder and awe through scale, light, materiality, massing and technology. Our iterative process produced a wide range of concepts for this threshold to the future on Manhattan's new West Side.
The first feature gallery was planned to be celebration of the past to elevate the future of the New West Side. Hudson Yards would become a new beacon in the storied legacies of real estate and urban development in New York City. This gallery featured materiality and technology concepts that would celebrate the human side of urban planning -- cultural placemaking at an elevated scale.
The Commercial Galleries focused on the Hudson Yards Mall and the planned office towers of Hudson Yards Phase 1.
The Residential Galleries featured the full array of offerings across dedicated Towers in Phase 1.
We dedicated specific galleries to feature the Amenities offerings for Residential buyers.
As Hudson Yards Phase 2 kicks off development, the archetype of Immersive Sales Centers has continued to rise. The Hudson Yards Experience Center was an acclaimed addition to the field of digital/physical architecture that leverages the power of human potential to imagine the future of development and what could be.