Challenge: To create a branded cultural experience to celebrate the triumphant re-opening of the American Express headquarters at World Financial Center in NY, welcoming employees back into their building and inviting the public to return to lower Manhattan.

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The American Express building in downtown Manhattan was one of the first facilities to re-open following the tragic events of September 11. To celebrate this triumph, Imagine The Next curated a collection of Annie Leibovitz photographs, exhibited in a custom pavilion designed and installed by Imagine The Next in the lobby of 3 World Financial Center, located directly across from Ground Zero.