Connecting Penn’s Renaissance with Its Potential Future
Combining historical motifs with today’s latest technology and innovation, our team sought to position the district through the lens of a “Digital Renaissance.” Adapting historical ideas, we re-contextualized familiar objects and scenes with technology to explore a narrative that recasts the future of the district.
Understanding Our Audience
As part of the strategic phase of the project, our team conducted a variety of interviews with key stakeholders both at Vornado as well as our collective network of real estate experts to understand what the potential of the Penn District means. Having established the need for a massive leap forward, we defined how the concept of the Digital Renaissance could influence the design of a compelling sales gallery by connecting old and new. We began simply, harnessing a few simple geometric forms germane to Penn’s history–the arch, the step and signage rectangles–and catapulted them into the future.