The Giving Tree

For Chobani’s 10th anniversary, an interactive installation was developed at Grand Central Terminal in New York.

Conceived as a “Giving Tree,” the work transformed one of the city’s most iconic public spaces into a living environment of light and color. Visitors were invited to plant digital seeds, each one growing into an illuminated canopy above, turning individual gestures into a collective visual system.

Freelance Design Director with HUSH

Each interaction carried a direct real-world impact: for every seed planted, Chobani donated a case of yogurt to No Kid Hungry. With more than 22,000 contributions in a single day, the installation became both a large-scale participatory artwork and a shared act of generosity.

The project required the development of concept, interaction, and spatial experience across a multidisciplinary team, coordinating a complex system within a highly public and time-sensitive environment.