The Plaza at 1221 Avenue of the Americas presents 65,000 square feet of retail space - at the heart of the Rockefeller Center neighbourhood in Midtown Manhattan, blocks aways from Radio City, MoMA and Times Square. The Rockefeller Group commissioned Squint/Opera to reimagine the plaza as NYC’s ultimate destination for immersive brand experience, starting at street level and continuing for five levels underground. As creative partner, Squint helped bring a new vision for the plaza to life and pave the way for its exciting future.
New York City, USA
Architecture & Built Environment
CBRE, Churchill & Partners, Coda to Coda
Squint introduced a series of characters inspired by the everyday users of the plaza, helping to form a strong narrative across branding, presentation materials and wayfinding.The characters also appeared on the construction fencing and street banners, boosting a sense of place and anticipation for this new destination in the making.