The empire state measuring tape.

A new york erection.

Exhibition: Souvenir by NYCxDesign
Role: Joey Zeledón Studio
Challenge: Reimagine the New York City souvenir.

Story: A playful yet pointed reminder to measure our dreams with intention, not just scale.

In the early twentieth century, there was a race in New York City to build the tallest building in the world. The Chrysler building claimed the title in 1930 after adding a secretly made spire to its top. About a year later in 1931, the Empire State Building claimed the title for the next 40 years after revising construction plans to add their own spire and more floors. Today, there are seven buildings in the city taller than the Empire State Building.

These awe-inspiring skyscrapers in the New York City skyline embody the fast-paced, competitive nature of a city that has been at the forefront of progress and innovation for the last century. But they also represent the duality of growth in the city; sure, there’s progress, but also ego and greed, resulting in economic inequality.

The Empire State Measuring Tape is a replica of the Empire State Building that is also a tape measure, an everyday tool construction workers use to build skyscrapers. In its resting position, it is reminiscent of the miniatures regularly found in souvenir shops. As the tape is pulled out, the building grows into a useful measurement tool that can support your own creative projects. But, the building can only support so much growth before it loses its integrity, a reminder that not all growth is good.

Press & Awards:
Instagram Design
Cool Hunting
ArchiPanic