Project for:

Worked in direct coordination with teams from New York, ensuring the East Coast adaptations met brand standards while still addressing regional needs and audience expectations.

Publish Date

February 07, 2024

200 Liberty NYC
Tour Floor Experience

Transforming an empty
floor into a multi-zone,
narrative-driven leasing environment.

The Tour Floor at 200 Liberty, part of the iconic Brookfield Place NYC campus, needed to become more than a walkthrough. It needed to feel like a living brand environment, a curated experience that revealed the building’s value, its amenities, its connectivity, and its future-ready potential.
My role was to design a complete spatial identity system, dividing the floor into zones, creating visual narratives for each area, and developing installations that blended print, light, architecture, and digital storytelling.
The deck of concepts shows the evolution of that process, from material studies to environmental mockups, from flexible partitions to illuminated pillars, from city mapping to augmented reality.

The Challenge

200 Liberty needed a tour floor that:
• Guided brokers through a clear narrative,
• Showcased amenities, location, connectivity, and lifestyle,
• Reduced the “vacant” feeling of an unfinished space,
• Gave leasing teams the tools to deliver a premium, immersive presentation.
The space itself was raw, concrete floors, exposed ceilings, and no integrated screens — meaning the graphics had to build the environment from scratch.
I created a floor-wide system divided by zone and color, each representing a different story:
- Zone 01: Arrival & brand presence
- Zone 02: Lifestyle, amenities, events
- Zone 03 & 03A: Neighborhood, transit, connections
- Zone 04: Future vision & AR city model (see layout and color-coded plan on page 2 of the deck)

Design Strategy:
Zones, Story, and Flow

Each zone used a combination of:
• Wall graphics
• Acrylic panels
• Illuminated light boxes
• Large-format vinyl
• Dimensional type
• Experiential props
• Color-field wayfinding

What I Designed:
• Wall Systems & Materials
I proposed three material directions:
• Vinyl murals for fast transformation
• False walls with integrated lighting for premium impact
• Acrylic dimensional lettering with dramatic shadow play
These options allowed flexibility depending on budget and installation timelines.

Light Box System for Amenities & Events and Acrylic City Maps & Wayfinding

Accordion Installations
One of the most innovative concepts:
accordion-style partitions: Movable structures functioning as both design and spatial tools.

Used to: create privacy without isolation, provide surface area for storytelling, and add sculptural rhythm to the floor. Acrylic City Maps & Wayfinding

For Zone 04, I developed two styles of acrylic-mounted maps showing transit, connectivity, and neighborhood context

Augmented
Reality City Model

One of the most ambitious ideas:
a full-scale AR-enabled 3D city grid installed directly on the floor

This allowed touring teams to:
• Visualize the Brookfield campus,
• Show walking distances,
• Highlight transit lines and ferry access,
• Activate digital layers for an enhanced pitch.
The final Tour Floor successfully transformed the raw space into a polished, experiential, multi-sensory environment — elevating the leasing process and giving brokers a space that felt confident, modern, and aligned with Brookfield’s brand. It was more than graphics. It was storytelling at architectural scale.

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Senior Graphic Designer/
Art Director who turns chaos into clarity (and clicks).

Get my portfolio
Get my resume

Let's connect

Senior Graphic Designer/
Art Director who turns chaos into clarity (and clicks).

Get my portfolio
Get my resume

Let's connect