Hudson Square Finds Its Voice Sparking Neighbourhood Revival

Once known as New York’s 'Printing District,' Hudson Square occupies the trapezoid-shaped pocket between SoHo, Tribeca, and the West Village. But unlike its better-known neighbours, it remained overwhelmingly commercial—96% commercial to just 4% residential—and carried a reputation for being cold, industrial, and largely overlooked.

The Hudson Square Business Improvement District (BID) transformed the neighbourhood with public art, green and recreational spaces, wider sidewalks, and industrial buildings adapted for housing, retail, and modern offices. But beyond the physical upgrades, the BID partnered with local agency Six + One to give the area an identity.

The rebrand campaign leaned into the language of insiders, using familiar city objects as its canvas. Trash cans carried cheeky lines like 'Bin there, dumped that' and 'Now accepting Tribeca trash,' while light pole banners asserted a sense of place with declarations like, 'Chelsea? I don’t know her. This is Hudson Square.'

“We’ve been hard at work transforming Hudson Square into a greener, more walkable neighbourhood filled with art and community—it’s a truly special place to live and work,” said Samara Karasyk, CEO of the Hudson Square Business Improvement District. “We loved the idea of turning everyday infrastructure into a voice for the neighbourhood—one that reflects our pride, humour, creativity, and sense of identity.”

“Few agencies get the chance to brand a neighbourhood,” said Eric Rojas, founder and chief creative officer of Six+One. “We didn’t see a no-man’s land—we saw an opportunity to give Hudson Square a voice with personality, wit, and just the right amount of New York vibrato.”

Since the rebrand began, Hudson Square has attracted Michelin-starred restaurants like César’s, and a growing roster of retailers such as CAVA, Port Sa’id, Kabin, Sweetgreens, and Joe & The Juice. Today, 76% of workers and 82% of residents refer to the area as 'Hudson Square,' and four out of five people working in the neighbourhood are employed in media, tech, or design. The district has seen 60,000 bike trips in a single month, while new business openings have more than doubled year over year. Pedestrian activity has risen by 12% over the same period, and attendance at Hudson Square’s Annual Meeting is up by 53%.