Building upon the momentum generated by a successful rebranding and the growth of the Brooklyn Tech Triangle, the Downtown Brooklyn Partnership sought to reinforce its identity as a center of innovation and creativity through placemaking installations, including the opportunity to refresh its traditional holiday lighting display along major corridors in the district. We developed a simple yet scalable design that perennially zigs and zags throughout Downtown Brooklyn. The design features a modular set of geometric shapes wrapped in rope light that are paired to form numerous combinations including 35-foot-wide overhead skylines, 5-by-5-foot 3D boxes, and pole adornments.

The iconic design is one of the most innovative holiday lighting displays in New York City, which have received a disproportionate amount of press for a holiday installation. Retailers have reported increased foot traffic and sales as a result of the fresh holiday feel of the neighborhood.