Case Study

LUCKYCHOW Rice Paddy at World Trade Center

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LUCKYCHOW wanted to put a spotlight on Asian culture and to educate people through a culinary lens about where their food comes from. Rice is the most widely consumed food on the planet, and they sought to showcase it in an unexpected way through a living art installation. 

Our team partnered with LUCKYCHOW and the Port Authority of New York and New Jersey to help transform a plaza surrounding the Oculus at the World Trade Center with a stunning terraced rice paddy. Over 80’ of modules were assembled to create the breathtaking landscape, utilizing sustainable materials. Five varieties of rice were planted that would grow as large as four and a half feet high, and the structure included seating for guests to relax and enjoy the living art installation. After a four-month cultivation period, the rice will be harvested during a Harvest Moon Festival, where dozens of chefs will gather to create dishes that pay homage to rice.


  • It was a dirty endeavor with over 18 cubic feet of soil set into the modules
  • 5 varieties of rice plants, with over 100 seedlings to create the terraced landscape
  • Over 100 members of the press were on hand for the event including Vogue, Epicurious, Eater, Harper’s Bazaar, The Today Show, Food & Wine, and the New York Post
  • 250,000 global tourists, workers, and local residents pass through the plaza daily having the opportunity to watch the rice grow
  • This eco-friendly project was found new homes post-event


Waste Event


Grains of Rice Harvested


MTCO2E Offset


Of This Activation Reused


Tons of Landfill Offset


LBS of Weight Once Filled

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