The Workspace of Gilian Rappaport

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Hudson Yards is the biggest development project in New York since Columbus Circle, and its key property was designed by the iconic, world-renowned, Pritzker Prize-winning architect Zaha Hadid -  her first building to ever be erected in the city.

Related Company and Zaha Hadid Architects invited Mother Design to launch this property. Through ethnographic research, we discovered that art collectors aspire to not just live with art, but to live inside it too. For the brand positioning and identity, we designed a system that heroizes Zaha Hadid in the tradition of fashion and art icons, and presents the building as art. This system has been deployed across an immersive sales gallery, digital hub, and print collateral worthy of this landmark location. 

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Audience understanding, ethnographic research, brand positioning, and strategic naming, brand identity, creative platform, print, packaging, digital, experiential, and brick-and-mortar design at Mother Design / Mother New York, in collaboration with Related Company and Zaha Hadid Architects.

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Head of Strategy: Charlie McKittrick; Strategy: Gilian Rappaport; Creative Direction: Christian Cervantes; Writing: Marisa Aveling; Production: Amanda Weidman