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Howard Hughes Corporation, Seaport District

Sr Art Director

Gina Wall



R17 is a bar and restaurant located on The Rooftop at Pier 17 that I helped launch in December 2018.

If you don't know anything about restaurants, opening one in Winter is a crazy thing to do especially in a very cold place with an outrageous food scene like New York, but it isn't impossible. In 3 weeks, I helped craft the launch plan for R17, establish the look and feel, and helped produce the supporting content. With no PR to start or outside support, we garnered 1.5k followers in the first month and a half.

New Americana For Grown-Ups

R17 Winter Strategy

An Exclusive, Intimate Experience

The space was designed by the Rockwell Group with intimacy and privacy in mind. Perfect for date nights, a special dinner or important business meetings.

New American Fare

Created by Executive Chef Cassidy Hallman, the menu reflects a new wave American supper club & lounge with hints of Japanese flavor. Seasonal and experimental, the menu is always shifting based on the expansive New York City palette to offer guests a unique experience each time.

Perfect for Any Season

To drive traffic in the Winter, R17 has two opposing fire places at the each end of the dining room. Similarly, it also has floor to ceiling accordion sliding glass doors which open all the way up in Summer which leads to outdoor dining spaces.

Versatile & Unique

As R17 is situated on The Rooftop at R17, it has one of the most beautiful views of the Brooklyn Bridge and downtown New York City. It also has a relatively large floor-plan making it a versatile space to rent for private parties.

Brand Assets & Moodboard


Lorem ipsum dolor et hominem. More copy goes here to describe where we started with the brand.

Brand Roll-Out

Winter Shoot

Dark, seductive & delightfully bad. To continue our communication around the intimacy and seductiveness of the space, the food needed to be shot with the same dark, luxurious feeling of all of the launch imagery. This would allow us to not only design around it, but to shoot in a space that wasn’t fully constructed. At this point in the process, I didn’t even have renders to base the art direction off of.