Placemaking and Brand Strategy for the station that connects Long Island to Grand Central Terminal.


Grand Central Madison

The highly anticipated Grand Central Madison has officially opened, much to the delight of commuters and tourists alike. Running underground for five blocks (from East 43rd Street to East 48th Street), the station-within-a-station marks the largest rail terminal built in the US since the mid-1950s. The project, which has been in the works for decades, is projected to boost train capacity on the Long Island Rail Road (LIRR) service by 40%.

The Metropolitan Transportation Authority hired the New York-based design firm Applied Design to work on Placemaking and Brand Strategy for Grand Central Madison. Applied Design sought to create a commuter experience that imbued the spirit of New York City, showcasing its diversity of thought, voice, and scale that befits one of the greatest cities in the world and one of the greatest structures in it.

Immersive quotes from notable former and current New Yorkers create a rich visual tapestry and reminds people of the greatness of New York City.