The historic reopening of Michigan Central Station was driven by an ambitious vision: transforming this iconic landmark into a vibrant development hub, acting as a catalyst for revitalization in Detroit.

With the 110-year-old station as its epicenter, we launched the OPEN campaign as an international invitation to attract talent, innovators, and creatives. By reimagining the experience Michigan Central offers as a cutting-edge, multi-functional space, the project sought to honor Detroit's rich heritage while laying the groundwork for a sustainable, tech-driven future.

Michigan Central OPEN is a transformative milestone for Detroit’s community, offering a renewed sense of pride and possibility.

Our campaign went beyond simply restoring a historic landmark; its mission was rooted in an authentic effort to involve the surrounding neighborhood and ensure the effects were felt at every level. Designed with input from residents and local stakeholders, our goal became to emerge a community anchor, fostering social cohesion and accessible cultural events that would invite people to gather, collaborate, and celebrate Detroit’s dynamic heritage.

Not just ‘talk of the town’ OPEN garnered extensive coverage across the world, highlighting its significance as a landmark event for urban renewal and Detroit’s continued resurgence:

1. Detroit Free Press, ‘Eminem caps memorable night’ at MCS

2. New York Times, ‘Ford Rescues a Detroit Train Station as It Plots Its Own Future’

3. Variety, ‘Diana Ross, Eminem, Jack White and Many More Light Up Detroit’s ‘Concert From Michigan Central’