Opening of Tin Building by Jean-Georges

The grand opening of New York City’s 53,000-Square-Foot Tin Building by Jean-Georges marked the reconstruction of Lower Manhattan’s historic Tin building on the iconic site of the former Fulton Fish Market at Pier 17—and its transformation into an iconic new NYC destination with a global culinary reach. Offering over 20 Food & Beverage Experiences and Retail Destinations all under one roof curated by world-renowned chef Jean-Georges Vongerichten in partnership with The Howard Hughes Corporation, the Tin Building is an immersive and expansive theatrical culinary experience. Building on Jean-Georges’ dedication to being in essence a performer and creating an entertaining experience unlike anything NYC has seen before, the multi-faceted opening campaign featured a “Sea of Chefs”—a drum line of musicians and dancers who appeared in flash mobs throughout the city. The Tin Building by Jean-Georges advertising campaign appeared on various transit hubs including subways, ferries, buses, and mobile trucks across New York City as well as billboards, posters, sidewalk art stencils and interactive kiosks and video walls. Two Hamptons Jitneys were also wrapped in creative. NYC and audiences in the Hamptons were also given a sneak preview of what was to come inside the new marketplace. “Tiny Tin” is a vintage Citroën food truck complete with a mobile kitchen that introduced a target audience to the Tin Building with complimentary tastes. Tiny Tin was featured the NYSE closing bell, after which Jean-Georges led the Sea of Chefs parade down the Seaport’s cobblestone streets to Pier 17, a moment which was highlighted in a video produced for the 2022 WRLDCTY Global Forum for Innovation and introduced Tin Building to the summit’s global streaming audience. In 2022, Tin Building welcomed roughly 300,000 visitors, drove the 47% increase in foot traffic at the Seaport, and drew over 30,000 job applications as the immense excitement around the Tin Building confirmed the Seaport’s as NYC’s culinary hot spot—a reputation which was further solidified by the social campaign which reached over 1.5 million across its platforms.