3x3 animated Lower Manhattan’s Financial District using placemaking strategies to develop a district brand, digital interface, and wayfinding system to cultivate a work/play environment that extends consumer stay time, attracts New York City’s young professionals to the area, and encourages social connectivity and community building.
Project Context:The Downtown Alliance of New York sought to animate one of Lower Manhattan’s most important commercial corridors and its extension of privately-owned public spaces. The client wanted to establish wayfinding, highlight amenities, and reinforce area identity for a larger Water Street planning vision that strengthens the corridor’s connections to Manhattan's historic core and waterfront, encourages street life, and extends multi-purpose activities.
3x3 developed a public space pop-up series to revitalize a Hurricane Sandy afflicted area and harness Water Street’s latent corridor assets to cultivate community, attract and retain creative and tech (TAMI) companies, and invite new visitors to the area. The goal was to establish physical connectivity and transform public perception of a lackluster business corridor into a complete district that promotes social interaction. Our team developed summer public space programming that harnessed team competition and nostalgia for childhood street games to bring people back onto the streets.