As a 35-acre waterfront destination hosting over 700 companies across design, arts, tech, experience, and dining, Industry City stands as a premier hub for New York’s innovation economy and cultural programming.

Vision Creative Group (VCG), a technology and experience firm, acted as the social impact & public benefit experience bridge for community activity of SaaS product ACRYLICS.

The campus’s primary activation strategy centers on utilizing experiences and tenant offerings to drive foot traffic, deepen culture discovery, and spark sales spillover across its retail, food & beverage, and community offerings.

Wonderland was developed by VCG to transform public art into a demand generation engine for visitor engagement and merchant spilover for Industry City, and user acquisition and product testing for internal SaaS feature testing.

Complex Campus Wayfinding and Visitor Disorientation

Industry City’s expansive 35-acre campus can be difficult to navigate for first-time visitors who are unfamiliar with the complex's layout and its multi-building offerings. Without intuitive navigation guides, campus discovery could be limited, reducing cross-merchant foot traffic spillover.

Conflicting Timeline Pressures

Executing the activation required synchronizing calendars across facilities, operations, creative agency teams, independent artists, and corporate partners during peak holiday periods.

Expanding on the performance momentum of “ACRYLICS: Hidden Sculptural Art exhibition”, Wonderland: Surreal Nail Tales (2025) was launched with Industry City as a public-benefit, interactive WebAR nail storefront activation to attract niche enthusiasts and overlapping audiences to the complex.

Quarterly event initiatives were developed to solve wayfinding drop-off and drive local community connection. This includes "Revamp Week" a creator/SMB mentorship & workshopping initiative featuring local small business including: Brooklyn DJ Studio • Frisky Mariska • Tagliente Nail Studio.

Wonderland was featured in "NYC Design Festival” and Industry Citiy’s Open Studios with a Metaverse Scavenger Hunt to interactively guide visitors across campus and into the AR Storefront to engaged with featured artists.

Streamlining project SLAs and automating communication protocols allowed for VCG and IC to maintain execution quality despite lean staffing and holiday timeline constraints.

The activation successfully met a target of 7,500 attendees, generating over $150,000 food & beverage and retail sales spillover across Industry City's tenant network.

The project demonstrated that combining gamified spatial discovery with localized programming provides a scalable framework for driving low-lift commercial return through community activations.

As Senior Program Manager - Consumer Experiences, I owned the Wonderland storefront activation end-to-end in partnership with Industry City, from concept, scoping, and budget through vendor coordination, launch, and performance measurement. I aligned creative, production, and partner stakeholders on a shared roadmap, managed timelines, risks, and dependencies across workstreams, and ran multi-channel promotion to drive foot traffic and engagement.