A healthy-living pop-up marketplace inside Grand Central Terminal.
Industry
Insurance
Role
Art Direction, Experiential, Event Design
Timeline
2 months
Grand Central Terminal is full of people running for a train, which makes it a hard place to hold anybody's attention. As Senior Art Director at Inspira, I had John Hancock's HealthyFood rewards program to land in Vanderbilt Hall and commuters with no intention of stopping.
Food samples, cooking demos, stair climbers and a giant shopping basket anchored the marketplace I designed for the hall. Every piece was built for a two-minute visit, so a commuter could take part, get rewarded and still make the train. The basket did the long-distance work, readable from the far end of the concourse.
1 Grand Central takeover
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