Project Details

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.


Rockefeller Group


New York City, USA


Architecture & Built Environment


CBRE, Churchill & Partners, Coda to Coda

The Brief

Deliver a teaser and vision film, brand guidelines, marketing suite, wayfinding, microsite and presentation deck to help position, market and launch a new destination for immersive experience and attract a future focused brand.

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Our Response

“Unlocking new opportunities and experiences for brands and people was at the heart of Squint’s response to the brief. The project was an exercise of ambition and imagination. For us it was always about seeing the potential in underloved space and dreaming big on behalf of future visitors and tenants,”Matt Quinn, Director, Squint/Opera.

The Plaza at 1221

Creating a show stopping immersive experience at the core of the retail space was key to establishing the plaza as a vibrant destination. To attract the calibre of flagship resident brands able to make the most of this unique offer, Squint created high impact films and visual presentations demonstrating the variety of imaginative uses the multi-storey space holds.

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Getting people excited about the future of the plaza was equally important. Set in NYC’s busiest district for business and leisure, the plaza services 2.6 million square feet of offices within the Rockefeller Center neighbourhood.

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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.

“Squint/Opera came to mind for the project because of their understanding of architecture and placemaking. It is a unique expertise that you don’t find with many other creative agencies. A trusted creative partner, so fun to work with”Amy Ankeles Vice President, Marketing Rockefeller Group.

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