urban forest

Urban Forest project was commissioned by The Times Square Alliance and developed by Design Ignites Change for Times Square in Manhattan. At first, 185 banners were required to be filled to advertise good business and quality of life, but The Times Square Alliance decided to push the project further to the level that would integrate other forms of art and design to demonstrate that Times Square is not only about consumerism and commercialism.After Design Ignites Change carried out the research and found out that sustainability is one of the prime issues that concerns designers, it became clear that the banners and their design should communicate sustainability in Times Square. This approach allowed The Times Square Alliance to show their concern about the global problem as well as designers to unfold their creativity skills to open a debate and make people aware of the issue. The Times Square Alliance wrote a brief where they asked to communicate environmental, cultural, social and economical issues through a tree symbol either metaphorically or literally. A tree seemed to be an appropriate symbol that not only communicates sustainability but also would be a nice contrast to the chaotic everyday life of the city.
However, green-looking design and the concept of the banners on their own would not enough. After the banners were taken down they were recycled into the tote bags to make sure they don’t just end up in a landfill. Although the project had its weaknesses like the vinyl material used to produce the banners, it goes without saying that it raised an international media interest and therefore the public awareness of the issue.