OFFICIAL NEW YORK CITY VISITOR CENTER

How do we inspire Midtown tourists to get past Midtown?

While working at NYC & Company, I was presented with the opportunity to bring the Famous Original New York City brand to life in an all-new redesign of the Official New York City Visitor Center in Macy’s Herald Square.

Macy’s is already a huge tourist attraction. The goal of the space is to get the tourists out of Macy’s, off of 34th Street, and even out of the borough.

Creating a Voice

The previous incarnation of the Official NYC Visitor Center was overall very generic. It didn’t really connect with the streets of New York City.

In fact, you could probably replace the large “nycgo” logo with Chicago, or Boston, or LA, and this visitor’s center would still work.

Nothing about it said “New York!”

I created a scale model of the space in Macy’s that allowed me to create and present new designs on the fly.

This made internal approvals a much easier process, allowing the team to collaborate, try new things, go back to old ideas, and generally experiment in real time.