This ambitious development is bringing together iconic structures, landmark art installations, intentionally designed workspaces, specialty stores and a signature pedestrian pathway.
These four city blocks represent harmony between…
We first needed to name this well-balanced and connected place.
The name describes not just the property’s central location, but also how it brings together all walks of life in one, central place.
We then drew inspiration from the architectural renderings, tree-lined streets, and vibrant culture of midtown to create a living reflection of the neighborhood.
Triangular shapes drawn from the origami-like dimensions of the property’s signature building form a simple, flexible M. This symbol becomes a window for people, art, nature and interaction to shine.
Beyond the minimal mark, a restrained system of monospaced type is utilized to communicate lively brand messaging.
In anticipation of the ribbon-cutting ceremony, we dreamed up a collection of on-site activations.