On the heels of branding the DDG designed and developed condominium 345meatpacking, we worked with Japanese writer and artist Yayoi Kusama to transform the building’s construction wrap into a temporary public artwork. Yellow Trees was mounted in parallel with Kusama’s retrospective at the new Whitney Museum.

Services: Creative Strategy, Storytelling, Experiences, Identity, Art Direction, Environmental Graphic Design, Naming, Digital Design

The branding of "345meatpacking" took place alongside an important retrospective of Yayoi Kusama at the Whitney
Kusama’s "Yellow Trees" wrapped 345meatpacking during its construction, and became a temporary neighborhood landmark
The wrap dropped to unveil the new 11-story condominium
The yellow dot bridges "Yellow Trees" and 345meatpacking’s marketing campaign
Danish brickmaker Petersen Brick produced 345meatpacking’s brick according to centuries-old tradition
The floorplan was developed to emulate the ephemeral state of a large-format newspaper that would suggest the short-lived “current status of availability”
We highlighted the meticulous process of building a thoughtfully-crafted building in a small size book with embossed fingerprint on the cover