Canyon of Heroes

The Downtown Alliance is the Business Improvement District for Lower Manhattan, and the largest in the United States. RED has helped shape their communication tools since 2009, crafting an upbeat, optimistic voice that mirrors the profound changes happening in the district. For this project, we were asked to develop street-level exhibits in temporarily vacant storefronts to tell the story of ticker tape parades along the Canyon of Heroes (Broadway Street).


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The goal was turn construction sites into an engaging exhibition that celebrated Lower Manhattan’s storied past.

Beyond making life more visually interesting in Lower Manhattan, we wanted to bring attention to the available real estate, and the work the Alliance is doing for downtown businesses.

We also created campaign elements and an interactive map to accompany the exhibit.