Artist and Creative Director
Artist and Creative Director
Freelance Design Director (with HUSH)
For Chobani’s 10th anniversary, an interactive installation was developed at Grand Central Terminal in New York.
Conceived as a “Giving Tree,” the work transformed one of the city’s most iconic public spaces into a living environment of light and color. Visitors were invited to plant digital seeds, each one growing into an illuminated canopy above, turning individual gestures into a collective visual system.
Each interaction carried a direct real-world impact: for every seed planted, Chobani donated a case of yogurt to No Kid Hungry. With more than 22,000 contributions in a single day, the installation became both a large-scale participatory artwork and a shared act of generosity.
The project required the development of concept, interaction, and spatial experience across a multidisciplinary team, coordinating a complex system within a highly public and time-sensitive environment.
Collaborators:
Design Agency: HUSH
Design Director: Yves Peitzner