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Branding the “World’s Longest Department Store”

Worldstudio has been working with the Steinway Astoria Partnership on a new branding and messaging program including naming, logotype, stationery system, lightpole banners, bus shelter poster and most recently a custom website with robust content-management system.

Steinway Street – located in the eclectic community of Astoria, Queens has been a vibrant center of shopping for over 100 years. The street is named after the famed piano maker who still builds world-class instruments in the neighborhood. Often referred to as “The World’s Longest Department Store,” Steinway Street is currently home to 300 retailers – from old-fashioned mom-and-pop stores to regional chains.

Astoria is a thriving neighborhood and retains much of its old-New York flavor – a mix of immigrant families and recent “hipsters” who have settled in the area to avoid paying Manhattan real estate prices.

Worldstudio created a cohesive identity program to establish a presence for the business improvement district that manages Steinway Street and promotes the district as one of the more vibrant shopping areas in Queens.

Worldstudio developed a logotype reminiscent of the vernacular retail signage from the mid-20th century. The tagline “Something for Everyone” is supported in a streetscape campaign with whimsical illustrations by noted illustrator Laurie Rosenwald. The goal was to develop a visual language which made reference to the past while looking forward to the future.

Steinway totebag

Steinway lightpole banner

Steinway bus shelter poster campaign

Steinway website