Madison Square Garden

Transformation site

The world’s most famous arena was in the middle of a total renovation, and needed to generate excitement for the future. To that end, we designed a site to highlight the Transformation, and celebrate some of the Garden’s defining moments.



The visual language of the site was an extension of a larger campaign designed for the Garden’s renovation by Hornall Anderson. The forward leaning angle nodded towards the future, and the bold photography highlights those key moments.

The homepage of the site, giving people a way to access both the future and the past of the arena.



Fans have a strong attachment for the defining moments of the Garden, and we wanted to give them a way to participate. So alongside each of the highlights, we gave users a way to show their support on facebook and start a conversation right on the page.

An example of a “My Garden Moment”, with a facebook social plugin.