Construction scaffolding is meant to disappear. It is temporary infrastructure erected around a building while work happens behind it. Yet in dense urban markets like New York, it increasingly functions as something else: a highly visible surface for branding, public art and architectural storytelling. The transformation follows a simple logic. When a building renovation occupies the streetscape for months or years, the developer, owner, architect or luxury retailer faces a choice: leave the public with an image of disruption, or turn that disruption into a positive visual experience. Scaffolding becomes art when it masks construction. It becomes marketing when that […]

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