Strategy
Turnstyle Market transforms the 59th St–Columbus Circle station into a full city block of food, retail, and pop-up experiences. The brand needed to do two things at once: create a clear destination in the middle of transit chaos, and stay flexible enough to evolve with new vendors and changing crowds over time.
Design
The identity plays with movement, modularity, and diversity — pulling from the flow of commuters and the mix of cultures passing through every day. A playful pictographic language was built to highlight the variety of food and shopping experiences, set in a color palette inspired by the spectrum of faces and energy of the city. Motion graphics and digital signage animated the space, giving Turnstyle a living, breathing presence underground.
Engagement
The flexible system made it easy to introduce new vendors, update signage, and keep the environment feeling fresh without ever losing its core identity. Turnstyle quickly became more than a stop — it became a gathering place. Since launch, the brand has helped drive steady foot traffic and establish the market as a permanent part of the city’s everyday rhythm.
Turnstyle
1. Brand Identity
2. Motion
Tags
New York City
2016
Retail/Hospitality
New York City
2016
Retail/Hospitality