27/10/2025
Dear New York… We did it!
Seven months ago, Brandon called me with a wild idea — Grand Central takes over with Dear New York. I knew he is a risk-taker, always telling me to bet on myself, but this one felt really big. This is the kind of thing big brands and museums with deep pockets do. But that’s Brandon for you — all in or nothing. One negotiation after another, one battle after the next.
We were told it had never been done — that in 112 years of Grand Central, it couldn’t be done. In every department, though, we found a HONY fan. We heard one “no” after another until, finally, a “yes.” Brandon kept reminding me, “This is a love letter to the city.” Nothing commercial. No agenda. Not about book sales — just an art installation and exhibition for New Yorkers. It was so big that we had to bring more than 400 people on board. What I loved most about this project was getting to work with some of my dearest friends — Michael (the best filmmaker), Julien (Picto), Andrea (Partner at Pentagram), and of course, Brandon. Together, we made the impossible happen — for New Yorkers and for the city we all love.
Thank you to everyone who worked on and supported this project — the photographers, the students who shared their art, and the entire HONY community. You made this moment special.
One of the best & most fulfilled projects I’ve ever managed — as project manager, curator, and “chief of staff 😆”. Unto the next!