The Meatpacking District has undergone incredible transformation over the last 20 years, from an industrial backwater to one of New York City’s most iconic and dynamic neighborhoods. As this evolution is still ongoing, the website we first created for the brand in 2015 also needed to adapt to remain relevant and useful to the millions of visitors to the area each year.
Challenged to out-do ourselves, our objectives included disrupting typical, generic Business Improvement District websites; designing a mobile-first interface; and creating a radically different digital experience that truly embodies the essence of the neighborhood – appealing to both local and global visitors. All while staying true to our dual-visual identity now synonymous with this corner of the city.
The updated site reflects the unique, contrasting world of the Meatpacking District. Content cards serve as the foundation, providing a user-friendly and engaging way to build narratives. This new feed interface offers a way to serendipitously discover different places and activities, rather than in a simple list. Within the details of every event and place is additional information about what’s nearby, whether that’s a restaurant, an event, or a celebrity sighting.
Threads between places and stories also lead to curated experiences and narratives that are map-related, effectively creating tours and thematic guides around the neighborhood. With this in mind, a mobile-first UI approach is geared towards users on the move, providing an experience that brings the neighborhood right to their fingertips – accessible anytime, anywhere.
The website color palette represents the diversity and sense-of-place within the vibrant NYC neighborhood, and the use of photography captures its spirit, showcasing the diverse components of the community, activities and destinations that span fashion, design, culture, art, tech innovation, and food.
The addition of such robust content elevates the site from a singular point-of-view to an engaging platform that takes the user on a much deeper journey – far more appropriate for what Meatpacking needs today, compared to eight years ago. The new website conveys the multifaceted personality of the neighborhood, both affecting and enhancing the perception of its visitors, and elevating their experience of all it has to offer.
