ONGOING BRAND EXPERIENCE PLATFORM
CLIENT / MICROSOFT LOCATION / NEW YORK / MIAMI / UTAH / NOLA
1 MILLION SQ FT
For Microsoft to reconnect with the creative class, we needed to do a hard reset on what people expected from them.
We built a sub-brand from scratch, with the sole purpose of impressing and delighting this community. One Million Square Feet of Culture (or 1MSQFT for short) had the ambitious goal of curating, creating and then sharing one million square feet of new art, music, dance and food culture with the world.
To ensure the new works were original and incredible, we partnered with a range of experts to curate what was made.