Only NY x Google Wallet
at Grand Central Terminal
BRIEF
Only NY partnered with Google Wallet in 2023 to create an immersive space in the hallowed halls of Grand Central Terminal. Nash served as the lead for creative direction of the project, working on behalf of Only NY to facilitate and reimagine the brand’s presence in the space. Open for a duration of 10 days, the space is part retail concept, part art installation. This is a consolidated retrospective on the project.
SCOPE OF WORK
Creative Direction
Art Direction
Environmental Design
Signage
Art / Object Curation
Photography
RELIC CASE & OBJECT CURATION
Only NY has been around for 15 years in the New York streetwear scene, and in that time has amassed an amazing collection of inspiration and ephemera. As a fan of the brand since it’s inception, I’ve always admired it’s rich visual identity from old magazines, graffiti markers, stickers, and everything in between.
To truly tell the story of Only NY, Nash suggested a museum display case with select pieces from the brand’s history curated to help tell it’s story that both current fans and new customers walking through Grand Central could understand.
Based on curations from contemporary art museums, Nash worked with the brand’s co-founders to source pieces for the display ranging from 15 year old stickers to an official Only NY license plate. The display was so successful it will become a rotating gallery of brand ephemera within the Greenpoint, Brooklyn store updating throughout the year.
EXPERIENTIAL DEISIGN & MICAH NYC
To set the space apart from other retail pop-ups found throughout the year in Grand Central, I wanted to do something impactful. I envisioned a concept of dropping a gritty downtown storefront right into Grand Central, with the space being part art installation, part art gallery. We reimagined our Stanton St. storefront on the Lower East Side fully scaled with roll gate, parking signage, and instead of adjacent stores, large canvases inspired by the Bowery Wall were fixed for Micah’s freehand illustrative style so synonymous with the brand.
Micah Belamarich aka “Micah NYC” is a prolific artist and co-founder of Only NY. Known for a his signature line drawing stye, he is inspired by the city, outdoors, and arts. Nash worked with Micah to art direct items to include in the final composition inspired by Midtown and the bustle of the city.
