Futurecity is working at the heart of a bold vision to reimagine West Midtown New York, contributing cultural placemaking insight to one of the most significant urban redevelopment projects in U.S. history. As part of the Penn 2023 working group, Futurecity collaborated with Grimshaw Architects and other key partners to explore the cultural potential of the area surrounding Penn Station—developing ideas, themes, and scope for a district-wide cultural placemaking strategy.

At the centre of this transformation is Penn Station, where a new ‘city within a city’ is taking shape. This once-in-a-generation redevelopment spans tens of millions of square feet of mixed-use development and has the potential to reshape New York’s urban landscape. With a vision to create a new central business district, the project will have major implications for West Midtown’s communities and its transportation, economic, and cultural future.

The Alliance for a New Penn Station—a coalition led by the Municipal Art Society of New York and the Regional Plan Association—has released two major reports assessing options for the future of Madison Square Garden, and the broader opportunity to reimagine Penn Station and its surroundings. These reports emphasize the urgency of decisions that will secure the economic vitality of the region for decades to come.

Within this context, culture emerges as a powerful force for place identity, economic development and community connection. Grimshaw Architects conducted a detailed cultural resource survey of West Midtown, with Futurecity helping to identify and frame the district’s many cultural assets—from intimate arts spaces and design studios to semi-public event venues and major institutions. Despite their richness, many of these assets are under-recognised and disconnected from the public realm.

Futurecity’s contribution points toward a future Cultural Master Plan—one that unites West Midtown’s creative patchwork into a coherent district identity. By leveraging and promoting the area’s cultural resources, stakeholders have the opportunity to position West Midtown as a vibrant, inclusive cultural destination, rooted in the legacy of Penn Station and energised by a shared vision for its future.