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. Journey reimagined the plaza as NYC’s ultimate destination for immersive brand experience, starting at street level and continuing for five levels underground.
We were driven by a desire to unlock new opportunities and experiences for both brands and people. The project embodied ambition and imagination, rooted in a vision to transform underutilized spaces into something extraordinary. For Journey, it was always about recognizing potential and dreaming big on behalf of future visitors and tenants, shaping a place that would inspire and thrive.
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, Journey created high impact films and visual presentations demonstrating the variety of imaginative uses the multi-storey space holds.
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.
Journey 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.
“Journey 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”