Reimagining the Giving Tree for the 21st Century
The Chobani Giving Tree was a place designed for positive impact. We aimed to embody the idea of a tree’s canopy, which provides shelter, safety, and sustenance to support daily life. We merged the digital and physical world, giving NYC commuters philanthropic opportunities under an umbrella of artistic abundance.
Planting a Modernist Gesture in a Historic Architectural Space
Grand Central Station is a historic landmark with an ornate design aesthetic. We worked with Chobani stakeholders to define an experience design strategy that embraced bold minimalism, responsiveness, and a sense of contrast that would stop visitors in their tracks. The giving tree stood as a symbol of unexpected inspiration—an ever-shifting source of charity embedded within a transitory space.
Infusing Selfless Actions into Everyday Routines
The mechanics of the user experience enabled individuals to connect to the giving tree by planting digital seeds. Simply touching the circular objects at the base of the structure grew layers of canopy animations that triggered a donation: a case of Chobani yogurt for No Kid Hungry (the only national campaign committed to ending childhood hunger in the U.S.). Within the first three hours of opening the experience, Chobani maxed out its donation commitment. The success of the installation marked the launch of a massive campaign across multiple platforms for Chobani’s 10-year anniversary.