The Greenpoint x KAWS

ABOUT THIS PROJECT

CATEGORYReal Estate

SITUATION

Magrino was enlisted by Citi Habitats and Mack Real Estate Development to help unveil the new KAWS sculpture, Waiting, at The Greenpoint next to the India Street ferry stop. The 20-foot tall painted bronze sculpture featuring two of KAWS’ iconic COMPANION figures, is the first permanent outdoor installation for the artist. As the centerpiece of The Greenpoint entranceway, the installation showcases the unique relationship between real estate and art.

STRATEGY

Magrino secured an exclusive with Architectural Digest to help announce the unveiling, which ran at the same time as the press and broker cocktail event with the building’s developers, Mack Real Estate Group and KAWS himself. The unveiling was attended by national and regional media including Elle Décor, Bloomberg, The Art Newspaper, The Greenpointer and News 12 Brooklyn.

Following the event, Magrino distributed a press release with never before seen images of the sculpture and KAWS attending the unveiling.

SOLUTION

Magrino has secured 12,765,590 million media impressions from the unveiling event and press release distribution in outlets such as Yahoo! News, New York YIMBY, ArtNet, The Greenpointer, including an on-site broadcast segment News 12 Brooklyn.
The Greenpoint property Instagram was tagged in 21 posts, reaching an approximate combined audience of over 347,500 Instagram users. The following is a selection of posts that received the highest engagement overall.