Husle Brooklyn

What or who can you stop with 800 carnations? Under the art direction of Stefan Sagmeister we were challenged to attempt to emotionally "touch someone" in our community. 


Working with Kaitie Trout and Anthony Capetta, we identified this bench in the middle of an intersection in downtown Brooklyn, and wanted to call attention to it. We wanted to get people to stop, look and contemplate what the saw. 800 vibrant carnations spell out the word "hustle" across the bench to disrupt everyone's daily commute and draw attention to the bench.

Below is our first attempt which, although beautiful up close, it failed to slow the busy commuters as they passed by. For the above and second go, we simplified our flower arrangement and focused on impact vs detail which had far more success.

Collaboration with Kaitie Trout and Anthony Capetta
Art Direction: Stefan Sagmeister