625 broadway ny, ny

Lobby Art Experience at 625 Broadway NY, NY in NoHo. Winner of 2021 NYCxDESIGN Awards for Graphics+Branding.

Client: Kaufman Organization

Illustration by Ben Wiseman // Photography by Jacob Snavely; Timelapse by Blake R. Schmidtberger // Architecture and Interior Design by Design Republic

THE PROPOSAL

Culture A was approached by Design Republic and the Kaufman Organization to create a lenticular mural artwork for a lobby renovation at 625 Broadway. The clients asked us to produce a visual storytelling experience inspired by iconic figures and historical landmarks of the NoHo neighborhood.

THE STRATEGY AND PRODUCTION

We wanted to develop an art experience that served as an engagement tool for tenants and visitors. To start, we developed a brief around the history of NoHo as well as technical requirements for a lenticular artwork. We then worked with NYC-based illustrator Ben Wiseman to create a bold and vibrant mural, incorporating key storytelling elements such as Andy Warhol, the Broadway skyline, iconic music venue CBGB, and others.

We engaged Moyosa Media to create a virtual reality tour of the space in order to study key viewpoints and various colorways.

THE RESULT

Culture A served as art director and producer to install a lenticular mural across 56 metal blades and a wall measuring approximately 13ftL x 28ftW. Our team included technical lead Aaron Yassin with printing and installation by VSL Print.