The American Express Corporation approached The Moderns to create an exhibit of Annie Leibovitz photography in the lobby of its newly reopened headquarters. Located in the World Financial Center directly across from ground zero, the lobby was an escape route on the day of the tragedy. Our design challenge was to create a new memory of this space for employees and the public. “Rewarding Lives,” an experiential, museum-quality brandscape, celebrates hope, light, faith and human achievement while addressing critical environmental issues through design for disassembly, phytoremediative ivy and full-spectrum, chromotherapeutic lighting. Additionally, the space is activated through cultural events, workshops, concerts and Tribeca Film Festival activities.