→ One Million Square Feet of Culture (1MSQFT)
     Connecting Windows to a whole new scene

→ One Million Square Feet of Culture (1MSQFT)

1MSQFT at Art Basel Miami

1MSQFT at Art Basel Miami

1MSQFT at Sundance Film Festival

1MSQFT at Sundance Film Festival

1MSQFT at New York Fashion Week

1MSQFT at New York Fashion Week

Strategy / Identity / Art Direction / Experiential

For Windows to connect with creative influencers, it needed a hard reset on what that audience expected from it. One Million Square Feet of Culture (1MSQFT) was a sub-brand built from scratch, with the sole purpose of fostering contemporary art and culture in a way that is authentic to Windows.

With the ambitious goal of curating, creating and then sharing one million square feet of new art, music, dance and food culture with the world, it allowed Windows to proudly leverage its scale and rationality while embracing the role of creative ally to a collective of curators and artists.

Agency:
Mother Design

Photography:
Thomas Prior

For Windows to connect with creative influencers, it needed a hard reset on what that audience expected from it. One Million Square Feet fo Culture (1MSQFT) was a sub-brand built from scratch, with the sole purpose of fostering contemporary art and culture in way that is authentic to Windows.

With the ambitious goal of curating, creating and then sharing one million square feet of new art, music, dance and food culture with the world, it allowed Windows to proudly leverage its scale and rationality while embracing the role of creative ally to a collective of curators and artists.

Agency:
Mother Design

Photography:
Thomas Prior