Reimagined 9th floor at 5 Bryant Park, NYC

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Mermaid, Inc. (USA)
www.mermaidnyc.com


Project Title: Reimagined 9th floor at 5 Bryant Park, NYC
Client or Class Name: Equity Offices - www.equityoffice.com

ASSIGNMENT: Mermaid, Inc. & Pace Advertising teamed up to reimagine Equity Offices’ 27,391-square-foot ninth floor space, located at 5 Bryant Park, for prospective TAMI tenants (technology, advertising, media and information).

APPROACH: Rather than clean up all the wires & repaint the space, we decided to accentuate the bones of the building for an edgy effect. We filled the exposed steel beams with books as a nod to the main branch of the New York Public Library on Fifth Avenue, just across the park. On the raw concrete floor, we painted quotes about New York City that lead in a path to the windows along 6th Avenue with views of Bryant Park. The graffiti-font quotes are from celebrities ranging from Woody Allen to members of the Beastie Boys. Next to an illustrated graffiti-style mural of a “sub woofer hippo” on exposed brick, there are 2 kick scooters that prospective tenants can use to explore the space. The windows that open up on an air shaft are covered in edgy illustrations, printed on translucent material, that let in the light but cover up the shaft. A floor-to-ceiling tree brings a little of Bryant Park into the space. One of the walls has a ceiling-to-floor photo of the famous Max Spivak mosaic that was uncovered in the lobby downstairs during renovations & was restored. There is an Oasis Area where people can sit after touring the space to have a beverage, relax, chat while they listen to music, or maybe play the drums & plug in the electric guitar for a quick riff.

RESULTS: The space has generated a lot of attention, not only from creative TAMI tenants but also from traditional financial service tenants who are interested in keeping all the graphics in place. I want one of the scooters 🙂

2016 Environmental Graphics Design Award Winner

 

Creative Team

Creative Director:
Sharon Lloyd McLaughlin

Account Manager:
Cara Fask

Account Executive:
Karen Stolzenberg

Copywriter:
Randy Kershner

 

 

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