Case Study

LUCKYCHOW Rice Paddy at World Trade Center

Learn More

LUCKY CHOW 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.

This daring feat required us to partner up with the Port Authority of New York and New Jersey, transforming the Oculus at the World Trade Center Plaza into a stunning terraced rice paddy. Over 80’ of modules were assembled to create a breathtaking landscape, utilizing sustainable materials. It was a dirty endeavor, requiring 18 cubic feet of soil to cultivate the 100 seedlings. This magnificent structure included seating for guests to relax and enjoy the living art installation, housing five varieties of rice from around the globe that reached up to four and a half feet tall. Each day, over 250,000 global tourists, workers, and local residents passed through the plaza watched the progress of the plant’s growth.

After a four-month cultivation period, close to half a million grains of rice were harvested for the Harvest Moon Festival, where 38 chefs celebrated the bounty and showcased Asian-inspired dishes cooked with the rice grown onsite.

This captivating installation drew over 100 members of the press for the launch event, including Vogue, Epicurious, Eater, Harper’s Bazaar, The Today Show, Food & Wine, and the New York Post. Best of all it was a Zero Waste event, with 100% of the activation being repurposed and for community beautification projects.


Waste Event


Grains of Rice Harvested


MTCO2E Offset


Of This Activation Reused


Tons of Landfill Offset


LBS of Weight Once Filled

Back to Work

Next Project