Instead of installing standard-issue scaffolding Manhattan West, wanted to approach the inevitable eyesore in a more creative way—and that’s how Citrovia was born. For Citrovia’s launch, we opted to work with five real influencers instead of models, knowing that influencers could more authentically share the full Citrovia experience with their followers. We showed people where to take the best photos, and even sent ambassadors out onto the streets of New York City to generate more buzz.