The New York Observer brought me on board to help launch LOCATION, their new ”insider” real estate section. The challenge was: “Develop an innovative program designed to get the attention of the the media, the trendsetting public, and a new group of affluent readers.” Additionally we were to work in partnership with Cushman & Wakefield, one of the world’s largest real estate services firm, and the paper’s largest advertiser. This was to also be used as an opportunity to highlight C&W’s position in the fashion real estate business.
The program we developed took its name from the new section in the paper, and set out to reinvigorate a block in Soho that was having some challenges with retail occupancy, according to Cushman & Wakefield. Apparently a few properties on that same block were on the market and needed help. After taking a look at them, I asked for them to let us “borrow” and program 21 Mercer Street for a one-week period over the summer. The results of the program – fully conceptualized and executed by our team – spoke for themselves.
LOCATION was a six-day tribute to emerging fashion and art in New York City. The program reflected Cushman & Wakefield’s commitment to the fashion industry and the diverse retail landscape of the city. Additionally, the project was an extension of the New York Observer’s new real estate section, and a reflection of the paper’s “finger-on-the-pulse” point of view.
Fashion installations by six emerging designers (Benjamin Cho, Libertine, Susan Cianciolo, Elise Overland, Victoria Bartlett, and Ruffian) highlighted the gallery-like exhibit designed in partnership with friend and downtown creative director Tony Arcabascio, with nightly programming that showcased some of the most interesting and creative individuals coming onto the scene including bands The Virgins and NoAge. A gift shop featuring specially designed designer t-shirts and charity items helped to raise funds for out philanthropic partner.
The project’s beneficiary was the Creative Growth Arts Center, a non-profit organization that is dedicated to providing a working studio, materials, and gallery for mentally disabled adult artists.
In total the project garnered a multitude of publicity placements as well as raised over $15,000 for the Creative Growth. Soon after completion of the project, 21 Mercer Street was leased to Nike as their downtown flagship location – first stand-alone Nike Sportswear store of its kind. It is the only location globally to carry the complete NSW Collection, a capsule collection comprised of pinnacle products within Nike Sportswear.
THE SPACE
EVENTS
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