South Street Seaport is a historic area in Manhattan, New York City. It features original mercantile buildings, sailing ships, the former Fulton Fish Market, and modern tourist malls with food, shopping, and nightlife overlooking the Brooklyn Bridge. We were briefed by Howard Hughes Corporation to create a long-term visionary overhaul for South Street Seaport (SSS), plus a leasing campaign for its hospitality and retail precinct, Pier 17.
During the process, Hurricane Sandy hit New York forcing mass evacuations and causing a major setback. Our brief became two-fold – the initial long-term brand strategy, as well as a brand, communications and cultural program to attract people back to the area. We went on to create a successful brand destination story, focused on social media and activation. South City Seaport became a natural gathering place for New Yorkers within a few short months.