In 2003, a partnership between American Express, the famed photographer Annie Leibovitz, and designer Janine James returned some vibrancy and culture to lower Manhattan in the aftermath of September 11th. The American Express Tower, formerly known as Three World Trade Center, was one of the first buildings to re-open after Ground Zero was deemed safe. To celebrate the occasion, American Express sponsored a buoyant and colorful exhibit (“Rewarding Lives”) of several Leibovitz celebrity portraits housed within cocoon-shaped pavilions designed by James and her firm, Imagine The Next (formerly The Moderns). The exhibit was so popular and successful that it subsequently traveled to San Francisco, Los Angeles, and Mexico City.
B+N Industries was proud to play a large role in this effort. Freestanding Sorbetti Uprights were specified by James to display the Leibovitz photography. Each photograph and an accompanying placard were placed within a clear frame, held within the Upright by Sorbetti Pucks. Overhead lighting attached to the Upright illuminated each photo. The system was also used to present a commemorative wall of credit cards from those lost in the attacks.