NEST @ BCM.
BROOKLYN CHILDREN’S MUSEUM
DESCRIPTION: Nestled on the rooftop of Brooklyn Children’s Museum (BCM), sits NEST — an interactive playscape crafted by Tri-Lox, a Brooklyn-based design and fabrication practice specializing in sustainable wood.
Inspired by the unique nests made by the baya weaver bird, NEST is constructed from reclaimed NYC water tower cedar fashioned into an organic form that creates a woven landscape with a climbable exterior, circular hammock area, and permeable interior space for open and creative play.
All photography courtesy of Tri-Lox/Arion Doerr
WHO: Brooklyn Children’s Museum (Partner), Tri-Lox (Client)
WHAT: A full-scale press campaign to announce the launch of the installation within the local design community, and to raise awareness of the unique design amongst children and their caregivers in an effort to drive traffic to the museum during the relaxed summer months.
WHERE: Brooklyn, NY
WHEN: June 2019
WHY: To provide NYC kids and caregivers an opportunity to reconnect with nature within the middle of the city, all while communicating the narrative that creative play is indeed worthy of strategic design.
HOW: The campaign began with a media launch event to bring industry influencers and key stakeholders of the project together for an unveiling of NEST.
Select top-tier press received invites to the event, to help generate early media interest, and to build trusting relationships. Traditional press outreach occurred following the launch event, with the development of accompanying press assets taking priority.
A press release was crafted to ensure all key details including design philosophy, ecology/nature aspects, and internal initiatives of both BCM and Tri-Lox were communicated.
By investing in quality hi-res photography, the project received a healthy mix of earned press coverage, as well as many reputable media outlets sharing the news on their heavily followed social media channel.
RESULTS: Press coverage of the campaign included: Cover story in Interior Design Magazine (digital + print), DesignBoom, Design Milk, ArchDaily, Time Out, 6sqft, Inhabitat.
“IN EXPLORING THE MUSEUM’S EDUCATIONAL COLLECTION, WE CAME UPON A SERIES OF INCREDIBLE BIRD NESTS AND LET THEM INSPIRE OUR DESIGN.”
— ALEXANDER BENDER, CO-FOUNDER AND MANAGING PARTNER OF TRI-LOX.