Estela

The South Bronx is a creative and entrepreneurial hub of New York City, having played an outsized role in the development of everything from urban art to music to food in America. As it evolves to its next chapter, SQFT was called to help find the path for the multi-building development Estela. We wanted to embrace this eclectic neighborhood’s future, while nodding to and being respectful of the community’s creative heritage. We created the story of “Live Artfully”, turning the project and its marketing into an opportunity to showcase the vibrant, maker spirit of its surroundings. We then invited artists to make their mark on the campaign through illustration, murals, video and select artwork throughout the property and resident gifts. Everything we did – from marketing materials to the website – nodded to the creative story of this storied place.