Location: New York, NY
Role: Creative direction and design
Services provided: Digital campaign and website design
Design studio: Love & War
Client: Tishman Speyer
Website: www.thespiralny.com
Designed by Bjarke Ingels Group (BIG), The Spiral is an ambitious new office tower currently being built at the northern edge of Hudson Yards. Its signature feature is a dramatic series of cascading terraces. The result is an uninterrupted green pathway that unifies the building, connects conceptually to the High Line, and delivers indoor/outdoor spaces to each floor.
Our solution for the campaign was born out of a desire to signal authority and confidence by breaking away from glossy renders to do something bold and graphic. I was particularly attracted to how the Seagram building and other great icons from that era used photographs of the building’s model to showcase its form.
After isolating a photograph of The Spiral’s physical model I collaged it with numerous graphic expressions that speak to the building’s promise of human-centric design and cultural significance.
In the end, the client chose to run with three of my graphic variations to generate a digital campaign targeting potential occupants, a pair of socks, and a printed poster.
Glossy renders of the building in question
Seagram building campaign that served as inspiration
Graphic exploration using The Spiral’s physical model
These were a big hit with the client but, ultimately never made due to the USPS changing their policy on custom stamps.