Behind the Scenes of Brandon Stanton’s Stunning "Dear New York," Art Installation at Grand Central

November 4, 2025

What makes someone a “New Yorker?” Do you have to be born here? Live here for more than ten years? Have a crazy subway story?

One thing that defines New Yorkers: we’re so consumed with building a career and the life that we came to New York for that there's never enough time to slow down and really appreciate the city around us. The subway hallways and transit corridors of NYC were not built for stopping and gathering, but for busy commuters rushing to get to their next destination.

That’s why Brandon Stanton’s Dear New York, art installation at Grand Central Terminal was such a gift to the city.

How "Dear New York", Came Together

I received my first email from Brandon on March 24. He introduced himself as the creator of the popular Instagram account Humans of New York. Even as a Massachusetts transplant, I had heard of Humans of New York. I knew its significance.

Brandon told me he was interested in putting together "something quite large-scale and ambitious using subway ad space" in October, timed to align with the release of his new book, also called Dear New York,. But he wasn’t interested in advertising that. “I’m just looking to create something beautiful,” he told me. “So much of my vision and planning for this will be informed by the canvas I have to work with.”  

Brandon and I connected via video call just two hours after our initial email exchange. It was clear he was eager to start discussing this project.

In my hand-written notebook are some of the phrases Brandon used that day: exhibit about humanity, immersive experience, 99.99% public art, beautify public space, artistic initiative, empathetic lens, catering towards people coming to see it, curiosity to stop in the Subway. 

It was clear that he was not an advertiser working on a campaign but rather an artist seeking a canvas matching the scope of his most ambitious idea. Before we hung up, Brandon and I virtually high-fived knowing this was the start of a once-in-a-lifetime experience.

Why "Dear New York", Mattered to New Yorkers

195 days from that first phone call, we had done it. Brandon had transformed Grand Central into an art installation. We took down all the advertising in Grand Central and instead reinvented the space as a single massive canvas displaying his career's work. Dear New York, had 100% share of voice in Grand Central. Every single digital screen and printed material in the Terminal and the Subway station beneath it was exclusively Dear New York,.

From October 6 to 19, the exhibition impacted commuters, tourists, and locals traveling through Grand Central. It was all but impossible to walk by without stopping and admiring or laughing or crying. I saw many of them stop to take a picture.

This incredibly moving exhibit celebrated everyday New Yorkers while also reminding us what it means to be a part of such an amazing city.

"Grand Central Station is the epicenter of diversity in the entire world,” he said. “The entire world is in New York City. And where is the most diverse place in New York City? It's a 7 Line train pulling into Grand Central Station."

The beauty of Brandon's work is that anyone can relate to the stories he shares. He holds a mirror to the city and allows New Yorkers to feel a part of the city – even if we’re originally from Massachusetts. Everyone could take away something personal from Dear New York,.

What Brands Can Learn from "Dear New York,"

Brandon said it himself: cater your work towards people viewing it. He knows his brand, target audience and where they are located. Brandon called the 7 Line, which connects Queens to Manhattan, the heart of New York.

Don’t be afraid to think big. We originally discussed just wrapping the 7 Line train or doing a Station Domination in the Grand Central Subway station, but from the beginning, Brandon had a vision for this project, and he advocated for it. He went to bat for the New Yorkers who would experience Dear New York,.

Give your audience a reason to stop and take action. Advertisers need to ask themselves, who am I targeting? What is my message? Will my audience relate? What’s their reason to stop? Brandon knew what his followers were capable of and he trusted in their support. He understood that New Yorkers truly do want to connect with our neighbors.



Through Dear New York, Brandon encourages us to focus less on the question of what makes someone a New Yorker and more on who the people of this sleepless city are – and how they shape New York.

From New York, Dear Brandon, Thank You.

Author: Julia Crowley, Account Executive @ OUTFRONT

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