NEW YORK—Environmentally forward real estate developer Two Trees had a few goals when developing its new, semipermanent brand activation set along the waterfront in Williamsburg, Brooklyn. The brand wanted to activate its values with an ongoing experiential campaign—rather than a one-time experience—and educate New Yorkers on climate change, green and blue infrastructure, energy and emissions, and more. An added incentive? The chance to give back to the community—and provide a fun, family-friendly experience for local residents.
“The Putting Green” is a mini-golf course that the team describes as a “collaborative community project.” Open to the public, the neighborhood pop-up features 18 holes, each designed by a different partner—ranging from artists and designers to community and school groups to environmental advocacy organizers and public agencies. All profits are donated to local organizations addressing climate change in New York.
The course's second hole is a collaboration between art collective Dear Climate and architect Blake Goble. Called “Whale Fall Feast,” it explains how when a whale dies and sinks, its carcass creates an entire ecosystem on the ocean floor—and how ocean pollution affects this process and disrupts the food chain. It features crochet decor made from recycled materials and marine debris.Photo: Courtesy of MAS Event & Design
"By partnering with dozens of local organizations and environmental stewards throughout the city, we hope to elevate the conversation about climate change and our personal and collective roles in these issues, while at the same time immediately providing much needed beautiful open space for the community,” explained Jed Walentas, principal of Two Trees Management. “We’re thrilled to build these spaces at no cost to taxpayers, with all proceeds going straight back to the organizations who are on the ground every day fighting this existential crisis."
Unsurprisingly, environmental impact was a huge focus while building the course. All decking wood and planters were repurposed from the original planks of the nearby Domino Sugar factory, and decking was left untreated—meaning no preservative chemicals or treatments were used. All curbing around the holes was made of 100% recycled tires, and the turf was created with sustainably sourced materials from SYNlawn.
Eco-friendly materials were used for the holes, too. For example, one hole features crochet decor made from salvaged marine debris, while another is lined with raw, recycled plastic materials. Another uses fallen—rather than cut—tree branches, while a fourth includes oyster shells and debris found locally along the waterfront.
The first hole, called "Down the Drain," was designed by Brooklyn-based artist Kim Holleman. It depicts the impact of litter and debris on city streets, which is then washed down storm drains and carried into New York’s waterways, affecting the health of marine life. Brick used for the installation was salvaged from the Domino Sugar Factory.Photo: Courtesy of MAS Event & Design
For an impactful entrance moment, Two Trees tapped MAS Event & Design, a Brooklyn-based event production company that created an eye-catching entry globe made from recycled plastic bottle caps and scraps of leftover turf.
“We were excited to jump in and be a part of such an impactful activation right in our home city, Brooklyn,” explained MAS COO Raymond Brown. “We recognized that this entrance moment would set the tone for the rest of the course, which was no small task. We also wanted the entrance to tie into both the mini-golf and the climate-change theme. After several brainstorms, our team came up with a larger-than-life globe structure that would rest on a golf tee.”
Of course, sustainability was front of mind when designing the globe. “The most important piece of this design was that it would be made of used materials from other parts of the course, or recycled materials such as leftover greenery and bottle caps to create the different textures,” noted Ashley Raymond, MAS' senior art director. “This ensured that there were no leftovers and that we kept sustainability as the priority of the design.”
MAS Event & Design was tapped to create an eye-catching entry globe made from recycled plastic bottle caps and scraps of leftover turf. The team incorporated used materials from other parts of the course, as well as recycled materials to create the different textures.Photo: Courtesy of MAS Event & Design
Raymond added that the biggest challenge, beyond the sustainable design, was ensuring that the globe could handle elements such as wind, salt and other harsh environments for the foreseeable future. “The entryway moment needed to be just as breathtaking on opening day as it would be three years from now,” she said.
For other brands and event producers trying to incorporate big-picture themes like climate change into their activations, Brown offered some advice. “It is so important to have a theme with any activation so that the guests are interacting with a cohesive environment and can more easily build an emotional connection," he noted.
The Putting Green is open daily at the intersection of River and North 1st Streets in Williamsburg, Brooklyn. Tickets cost $10 for adults or $5 for children and seniors and are available on-site on a first-come, first-serve basis. An added bonus? The course can be booked for private events.
A hole called “Capitalocene’s Melt," designed by Brooklyn-based artist Juanli Carrion, depicts how polar bears have lost a large portion of their habitat due to global warming—meaning they now have to travel further to find food.Photo: Courtesy of MAS Event & Design
