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Second Avenue Subway Corridor Construction scrim (Camouflage) / Business Name Recognition
Concept: Tara ReddiDesign: Maeve O’Regan
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Background• The various awarded construction contractors utilize different
construction apparatus and structural enclosures for their designated area.
• The structures surrounding the construction sites have dissimilar height profiles ranging from a single level chain-link fence enclosure to a 5-story high steel structure.
• Any “streetscape” design has to be able to work for all height enclosure variances.
• The creative presentation attached is for the sole purpose of “concept” and does not represent a finished artistic design.
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Current Model Block 92nd to 93rd Street
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Current Model Block 92nd to 93rd Street
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Existing Conditions Model Block - 92nd to 93rd Street
Signage scrim with store signageattached to chain link construction fence
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Current Model Block 92nd to 93rd Street
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93rd to 94th Street
Existing Green Store Signage
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Objectives• Increase the 2nd Avenue businesses
visibility.
• Generate increased foot-traffic on 2nd Avenue.
• Make 2nd Avenue a shopper’s destination.
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Strategies• Provide 2nd Avenue businesses with a unique and
orderly display for their store recognition. (Theory…all noise is no noise.)
• Utilize the construction areas to attract increased foot- traffic
• Turn 2nd Avenue into an exclusive visual experience.
• Provide 2nd Avenue with a means of turning a current visual eyesore into an integrated streetscape.
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MissionTo create a fun, whimsical construction camouflage that lessens the unattractive appearance of the construction sites, calls attention to the obstructed businesses and supports the “Shop 2nd Avenue…it’s worth it” PR campaign.
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79th to 78th Street Existing Conditions
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79th to 78th Street Proposed
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Sample Scrim Single Panel
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Tactics• Superimpose a fun and whimsical “artistic” avenue rendition over
and around the 2nd Avenue Subway construction sites.
• Every creative execution must feature the retailer’s business and “Shop 2nd Avenue…It’s Worth It! slogan.
• Create an artistic rendering that can be translated into the various height profiles for all the participating contractors.
• Maximize cost-efficiencies by developing the same design throughout the construction corridor.
• Utilize the city’s resources to manufacture the actual scrims from the approved design.
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72nd to 73rd Street Existing Conditions
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72nd to 73rd Street