But First. Support. Celebrate. Love.

Westfield World Trade Center unveils its largest ever celebration of Pride!

For the first time, the center’s famous “But First” campaign has been reimagined in the colors of the Progress Pride Flag, with new brand treatments being deployed at highly visible touchpoints across the center, including the Concierge Desk, Shops on the Go, the Oculus floor “cloud” seating, and the Oculus Beer Garden. Later in June the iconic Oculus, one of New York City’s most iconic buildings, will be specially lit for Pride.

The new Pride creative treatments are underpinned by a new brand tagline, “But First. Support. Celebrate. Love”, reflecting the commitment of Westfield World Trade Center to welcoming and embracing the LGBTQIA+ community, ensuring the center continues to be one of the city’s safest, most inclusive, and most welcoming destinations in which to work and visit.

“This year especially, as we continue emerging from the pandemic and a period during which so much has changed, we intended to make our strongest statement yet, that our center is inclusive of everyone”, said Marco Maldonado, General Manager of Westfield World Trade Center. “Our ‘But First’ Pride brand treatments at high visibility locations, coupled with our Pride events, has something for everybody”.


Westfield World Trade Center concierge desk

During June Westfield World Trade Center is presenting two powerful and compelling story sharing activations. The “Strangers Project”, continue their pop-up gallery, collecting and displaying thousands of deeply personal and anonymous stories, while “Subway Therapy” will invite guests to pause and consider what they are proud of, sharing their thoughts on colored sticky notes displayed in a montage alongside thousands of other notes.

Together with the Pride “But First” brand treatments, the activations provide a unique, safe, and inclusive space for guests to share their personal journeys, while supporting and celebrating the stories of others.

For the team at Westfield World Trade Center, the values, ethos and meaning of “But First. Support. Celebrate. Love.” are adopted year-round, ensuring the center continues to be one of New York’s safest and most inclusive hubs for commuters, locals, and visitors alike.


The Oculus Beer Garden at Westfield World Trade Center

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