Grand Central Terminal, the landmark Beaux Arts transportation hub in the heart of New York City, was undergoing a $175 million renovation to clean and restore the building. Envisioned to be more than a railway station, the terminal houses more than 100 new retail stores and restaurants. To create a sense of excitement and anticipation about the restoration program, Two Twelve designed a system that expresses near completion of construction and gave pedestrians a sense of what was to come.

The communication goal for this internal brand gathering was to engage and encourage managers and owners to think differently about their roles within the company as it moves away from a focus on real estate to a vision of the collection of Starwood lifestyle brands. The role of the environmental graphic designers was to immerse them in the brand-centric vision, excite, and surprise them with multi-sensory experiences as they mingled in a large lobby space.