Project Details

The Spiral is a new office tower in Manhattan, designed by Bjarke Ingels Group (BIG). The 314-metre tower for Tishman Speyer, in Hudson Yards, is set to become the headquarters of coronavirus vaccine maker Pfizer. Set to complete in 2022, The Spiral includes landscaped terraces in stepped design around its exterior. We worked on a film, brand strategy and sales suite for the building.


Tishman Speyer


New York City, USA


Architecture & Built Environment



The Brief

‘Position the Spiral as a design icon in New York’s hyper-developed skyscraper market.’

The SpiralThe Spiral

Our Response

The tower is located in the new high-rise district of Hudson Yards, an area with many opportunities and a lot of competition. With this in mind, we employed a documentary-style approach to leverage the kudos of The Spiral’s high-profile architect. It begins with the architect in his hometown of Copenhagen and follows him to New York where we explore the tower’s influences, how it will fit with New York City and, finally, how it will work on the inside.

The Spiral

We follow the continuous atrium that spirals through the building from the ground floor to the roof. At the end of the film, we reveal The Spiral’s towering design in detailed visuals, with Bjarke signing off from the top.

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