Greenlight for Midtown Pilot Initiative

New York City Department of Transportation

For this project, we worked NYC Department of Transportation to implement street-surface graphics along Broadway—from 57th Street down to 32nd Street—as part of a temporary intervention that clearly transformed the street into a pedestrian-friendly space. We faced and met several challenges to successfully complete the project, including having only a short planning period (with three weeks of planning and review to complete the design); a modest graphics budget; having to develop an abstract pattern (so that it would not need repair if street repairs were made); and selecting a simple application strategy to ensure speedy execution by personnel usually tasked with fixing street cuts and applying thermoplast crosswalks. The surface paint used in the Times Square area had an SRI rating of 30+, which was LEED–compliant and reduced the heat-island effect, making sitting in the plazas more comfortable.

The new Broadway is here to stay....We will now design a world-class public space that's a new center stage for the greatest city in the world.

NYC Department of Transportation Commissioner
Janette Sadik-Khan

info@pureandapplied.com
212.929.9449