The Truth is Local Experience

Designed by: Local Projects & Partners
For client: The New York Times Floor area: 1000.00 M² Year of completion: 2019
Submitted for: Window Display of the Year

Public Score
3.49 Function
3.68 Innovation
3.75 Creativity

About the Project

“How we can we give New Yorkers a way to more tangibly experience our journalism beyond simply reading it?” This was the question posed to our team by The New York Times. Together, we developed a journalistic experience that embodied Times reporting in each borough. Leveraging creativity to build awareness in otherwise vacant storefronts, we highlighted the importance of deep, investigative journalism in an era of fast news and social media.
The Bronx storefront uses a forced perspective recreation of a classroom to put viewers in the shoes of Bronx students who have unequal access to educational resources.
Our storefront prison block set in Brooklyn highlights one reporter’s work that led to the release of several wrongfully imprisoned inmates and the review of over 50 more cases.
The Manhattan storefront creates a sense of isolation and claustrophobia for a lone taxi cab on an otherwise typical city block. Visitors empathize with the sensation felt by many individuals trapped in the reckless lending of taxi licenses in an ongoing investigation by The Times.
The Queens installation at once tells the story of a vibrant sprawling neighborhood and its underbelly. In the familiar neon signage of Flushing’s 40th Road hides the icon of a butterfly, the personal symbol of a life interrupted.

The Staten Island storefront takes inspiration from early designs of a long-abandoned subway tunnel intended to connect Staten Island and Brooklyn.

What’s unique about it

"Art installations for social awareness," is how one visitor described our bold and unexpected installations. We embodied the ethos of The New York Times and its renewed investment in top notch reporting in its own backyard.

Our concept was reverse-engineered from our strategy: to grab a commuter’s attention within the first 2-3 seconds of passing, to create visuals compelling and intricate enough to hold that attention and question what they were seeing, to relate that attention to the journalism that inspired the work, and then to give visitors a deeper understanding of the stories and journalists themselves. We used a number of visual and technical devices to grab attention, including theatrical design, illusions, presence sensors, and unusual perspectives. Ultimately, the technique was in service of the story and, true to The New York Times, was tirelessly rigorous to ensure we captured each story’s narrative and importance.

In a campaign highlighting the value of local journalism, it was important to quickly and visually quantify the importance of original investigative reporting. But our installations did more than that - they fostered real conversation and introspection between complete strangers in the neighborhoods where these stories actually happened. Visitors felt the tangible presence and investment of The Times in the community, and a framework from which to tell future stories.


Location of project:
Local Projects

The New Motor

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