New York’s Long-Awaited Grand Central Madison Opens with Stunning Design Work from Applied Design

The highly anticipated Grand Central Madison has officially opened, much to the delight of commuters and tourists alike. Running underground for five blocks (from East 43rd Street to East 48th Street), the station-within-a-station marks the largest rail terminal built in the US since the mid-1950s. The project, which has been in the works for decades, is projected to boost train capacity on the Long Island Rail Road (LIRR) service by 40%.

The Metropolitan Transportation Authority hired New York-based design firm Applied Design to work on Placemaking and Brand Strategy for Grand Central Madison. Applied Design was tasked with finding a way to connect the historic halls with the new concourse and create harmony and continuity between the two. ‘Madison Concourse’ is the brainchild of Applied Design, named after Madison Avenue, the street to which the concourse runs parallel.

Applied Design’s work for Madison Concourse entails the creation of a dynamic, animated map of Long Island depicting the route into the city and showcasing attractions and points of interest across Long Island and the region. In addition, the agency designed glass and marble exhibits that run the entirety of Madison Concourse with immersive quotes from former and current New Yorkers, creating a rich visual tapestry and reminding people of the greatness of New York City.

"Applied Design sought to create a commuter experience that imbued the spirit of New York City, showcasing its diversity of thought, voice and scale that befit one of the greatest cities in the world, and one of the greatest structures in it," said Brad Scott, founder and managing director, Applied Design.

Led by Brad Scott and Craig Dobie, Applied has become known for their meaningful work across various industries, including transportation, retail, consumer products, and healthcare. Notably, in 2019, the firm created the Atkinson Hyperlegible typeface for the Braille Institute, specifically designed to help with legibility and improve readability for those with low vision. The typeface was honoured as a 2019 Fast Company Innovation by Design Award winner.

The concourse is now fully open and welcoming commuters. Additional information can be found here, including entry points and route times.