Last week, the REA team took a trip down to The World Financial Center to check out the signage for the up and coming retail addition, which features the logo created by REA. The large banners are currently hanging throughout the Winter Garden and are hard to miss. We are very excited about our design hanging on display and are proud of all the work we did on this project.
To quickly recap, REA produced the idea and strategy for the brand, identity, brochure and renderings, as well as the website. As one of the premier locations for office space in NYC, the WFC offers spectacular views of the Hudson River waterfront, a 10-story Winter Garden, shops and restaurants, and venues to host art exhibits and musical performances. The WFC vision for 2013 includes a new retail streetscape along West Street, 40 local and international retailers, in addition to six restaurants with waterfront access.
REA’s Director of Design explains: “The inspiration for the logo came, in part, from the idea that the WFC was painting a new vision for itself — one that included a curated, considered experience — similar to something one would experience in an art gallery. Since WFC is near the water, I thought that the brush strokes of a watercolor painting would work for the logo. I did an initial set of drawings on tracing paper using a wide marker. After about the third one, I knew we had it … but we did another 20-30 just to be certain. Once selected, we scanned the drawing and then converted it to vector outline artwork in Illustrator.”
While on our trip, we also ventured outside to the WFC Plaza where we found a series of sculptures created by artist Adrián Villar Rojas. The pieces appear to be large cement blocks beginning to crack on top of wooden desks, but are actually made of clay.
Within several of the blocks are apples that are slowly decaying and being eaten away by the birds. Known for his site-specific massive sculptures that reflect a fascination with parallel universes and outsized alternative worlds, his work titled “Before My Birth” is said to imagine the world through the eyes of the inhabitants of different worlds.