The Greens Case Study | Howard Hughes Corporation | Work

Case Studies

2020

The Greens Case Study

Challenge

Howard Hughes Corporation owns and operates Pier 17 in Manhattan’s storied South Street Seaport. Three years ago, the company created the Seaport Summer Concert Series – bringing big name acts to the newly created Pier 17 Rooftop. The concert series attracted upwards of 4,000 guests every weekend in the summers. But like all concerts and music festivals in the city, the pandemic forced it into hiatus for 2020.
Howard Hughes’ challenge to us was: What do we do instead? And specifically, how can we create an experience that gives the Seaport and larger NYC communities a place to come together in the summer and feel revitalized after a very difficult spring?

Solution

We helped Howard Hughes develop and build The Greens – a unique gathering place at the Rooftop of Pier 17, custom-designed to offer New Yorkers a place to socialize and have fun, see and be seen, while still taking all necessary social-distancing precautions. The Greens features 28 “Mini Lawns” - private, designated, rentable spaces with grass, shade, chairs, coolers and solar-powered recharge stations. For guests that want a little more activity, there are grass courts to play a variety of lawn games - from bocci to ladderball. Food and drink are available through an app - with contactless delivery to your Mini Lawn. A full slate of summer programming - from music to movies to workouts - provide additional experiences for guests.
The Greens was designed to deliver the open and causal feeling of a park, blended with the premium service and amenities of a hotel pool cabana.

The Greens has been fully booked since opening this summer. It’s drawn rave reviews on social media and widespread local and national news coverage for the Seaport and Pier 17, including mentions in the New York Times, Interior Design Magazine and ABC News. The New York Post called it “The New Hotspot of the Summer.”

Visionary

Daring

Ridiculously fast