Case Study

Park Avenue Armory

New York, 2006-present
Park Avenue Armory. photo: John Doe
How do you launch and consistently broaden awareness for a boundary-pushing arts organization, from its unique artistic programming to the revitalization of its landmarked building?
Services Provided
  • Media and Public Relations
  • Executive Counsel
  • Analysis and Strategic Planning
  • Brand Building
  • Constituency Development

R+A began working with Park Avenue Armory in 2006 when it was first awarded stewardship of the landmarked building. R+A helped to formally launch the new non-profit arts institution through a series of strategic public announcements and media cultivation moments over the duration of fifteen months. Our campaign was built upon the development of core institutional messages that defined and distinguished the Armory as a groundbreaking arts institution for which there was no model, with programming spanning equally across visual and performing arts. Simultaneously, our campaign included building awareness for the Armory’s ongoing renovation and restoration project, designed by Herzog & de Meuron to support the transformation of the Armory’s historic building into a state-of-the-art arts organization.

Since 2010, R+A has planned and implemented campaigns for the institution as a whole as well as a range of site-specific commissions and premieres of visual and performing art engagements. In order to highlight the depth and range of the Armory’s mission and program, R+A secured consistent high-profile feature and critical review coverage across international, national, regional and local media, as well as supported artistic awards campaigns.

The restored Board of Officers Room at the Park Avenue Armory will be used as an intimate art and performance hall.Credit…Fred R. Conrad:The New York Times
Ornate Peek at a Refreshed Gilded Age
Nick Cave, the multimedia artist behind ‘The Let Go,’ credits the Park Avenue Armory for giving him free rein in conceptualizing the work. PHOTO- BESS ADLER FOR THE WALL STREET JOURNAL
The Park Avenue Armory Offers a Canvas for Larger-Than-Life Productions
From left, Ben Miles, Adam Godley and Simon Russell Beale in “The Lehman Trilogy” at the Park Avenue Armory.Credit…Caitlin Ochs for The New York Times
Review: A Magnificent Road to Ruin in ‘The Lehman Trilogy’
Arnie Zane Company in “Afterwardsness,” which was recently filmed before an audience of volunteers at the Armory.Credit…Sasha Arutyunova for The New York Times copy
Running Live Dance Drills at the Armory
“The Head and the Load,” at the Park Avenue Armory, Credit…Nina Westervelt for The New York Times copy
The African Toll of the Great War, in Song and Shadows