Just to clarify, this project is not about “rebranding” anything. The name Greenwich South has been around for years, even though no one has heard of it–it’s primarily used by bureaucrats and planners. Early on we (I’m one of the designers on the project) proposed the idea of renaming the area, but eventually it became clear that the project wasn’t about that. It’s all about the Five Principles for Greenwich South that Architecture Research Office and Beyer Blinder Belle developed with the Downtown Alliance and how the use of such guidelines can encourage more surprising results than traditional master plans have.So a lot of work was about how to communicate to an audience beyond the people that usually know about this sort of thing. To talk to bureaucrats, we made a fancy binder full of information. To talk to professionals, we made a “little red book” of the Five Principles. To talk to regular people, we made a 32-page tabloid newspaper. The outdoor exhibit (in a local park, but no longer up) talked to the neighborhood and an indoor one (at the Center for Architecture in New York) talked to architects. I encourage everyone to look at the website, get copies of the publications, etc. to find out more about the project and the ideas behind it.

Hey, nice awning photo. It looks like crap!

Just to clarify, this project is not about “rebranding” anything. The name Greenwich South has been around for years, even though no one has heard of it–it’s primarily used by bureaucrats and planners. Early on we (I’m one of the designers on the project) proposed the idea of renaming the area, but eventually it became clear that the project wasn’t about that. It’s all about the Five Principles for Greenwich South that Architecture Research Office and Beyer Blinder Belle developed with the Downtown Alliance and how the use of such guidelines can encourage more surprising results than traditional master plans have.So a lot of work was about how to communicate to an audience beyond the people that usually know about this sort of thing. To talk to bureaucrats, we made a fancy binder full of information. To talk to professionals, we made a “little red book” of the Five Principles. To talk to regular people, we made a 32-page tabloid newspaper. The outdoor exhibit (in a local park, but no longer up) talked to the neighborhood and an indoor one (at the Center for Architecture in New York) talked to architects. I encourage everyone to look at the website, get copies of the publications, etc. to find out more about the project and the ideas behind it.

Hey, nice awning photo. It looks like crap!