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Tin Building

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The Tin Building is a sprawling high-end marketplace at the Seaport, conceived and curated by Jean Georges Vongerichten.

growth stage: LAUNCH

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Services

  • campaign CONCepting

  • talent strategy

  • media strategy

  • social strategy

the ask

Develop the Tin Building’s launch campaign, ensuring “everything for everyone” feels like “something for you.”

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Strategy

Globally Inspired, Locally Sourced

A large-scale launch campaign brings together contemporary New Yorkers — actress Katie Holmes, artist Laila Gohar, model Ritchie Shazam, and entrepreneur Coltrane Curtis — to celebrate the myriad experiences of the Tin Building, the city’s newest culinary hotspot.

A busy city sidewalk with people walking past a large outdoor advertisement for Tina Building, showcasing a pear, plum, and cupcake, with the text 'Globally Inspired, Locally Sourced' and details about the location at 96 South Street.
Person holding a green and white paper bag at a grocery store checkout counter. Behind the counter are snacks, a water bottle, and a blue ATM or payment terminal.
A large advertisement for Tin Building, featuring a brightly colored, stylized beet with green leaves on a dark background, mounted on a white tiled wall with decorative mosaic tiles in the upper corner.
People seated inside a passenger ferry or bus, looking out the large window at the port or dock area outside.
Advertisement on a small building featuring a woman in an orange shirt sitting with various products around her, including a laptop, bags, and containers. The ad promotes Tin Building by Jean-Georges with the slogan 'Globally inspired, locally source
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Project Team

Studio: 2x4
Creative Director: Susan Sellers
Art Director: Sunny Chen
Design Director: Jieun Rim
Design Team: Gina Shin, Claire Shin, Remi Oni
Strategy Consultant: Menaka Iyer
Project Manager: Gala Delmont-Benatar
Photographer/
Director: Suzanne Saroff
Set Designer: Matt Cullen
Food Stylist: Alison Attenborough
Producer: Mary Pratt
Talent: Katie Holmes, Laila Gohar, Richie Shazam, Coltrane Curtis with family