01 / Selected WorkBroadwayOut-of-Home · Subway Takeover

The Outsiders

A subway takeover for the Tony Award–winning musical — pillar wraps, turnstile wraps and wall banners that turn a Rockefeller Center station into a walk-through. Designed at Serino Coyne, under the show's art direction.

**FIG. 01** — On site, Rockefeller Center station

A pillar wrap for The Outsiders on a Rockefeller Center subway platform — For the Rebels, Dallas. — **FIG. 01** — On site, Rockefeller Center station

Client: The Outsiders — Broadway
Agency: Serino Coyne, New York
My role: Senior Designer — adapting the show's key art into takeover layouts and carrying them through production, under the show's art director
Scope: Pillar wraps · turnstile wraps · platform wall banners · stairwell soffit
Location: Rockefeller Center station — B D F M, 6th Avenue
Ran: January 2026
Disciplines: Out-of-Home · Environmental · Production

Overview

A subway station is the most captive audience in the city: people moving at walking pace, with a minute to spare and nothing else to look at. For The Outsiders, the station became the poster. You meet the show at the turnstile, then walk a platform lined with the cast.

The system is built on one idea per surface. Every pillar is a single character with a one-line dedication — for the dreamers, for the rebels, for the unsung heroes — and the long tiled walls carry the whole company and the reviews. Key art and show photography belong to the production; the layouts adapt that art to each architectural surface.

On the platform

One pillar,
one character.

Wrapped around the station's red steel columns, each pillar gives a character their own moment as you pass — and the wall banners between them carry the company at full width.

Pillar wrap for Ponyboy — For the Dreamers — with more wraps and a wall banner receding down the platform. — Pillar wraps down the platform.

Close view of the For the Rebels pillar wrap featuring Dallas. — For the Rebels — Dallas.

Pillar wrap for Darrel — For the Unsung Heroes — with commuters walking the platform. — For the Unsung Heroes — Darrel.

A commuter walking past a long tiled wall banner with the Outsiders title and the cast. — Wall banner — the company, full width.

The wraps

The cast,
pillar by pillar.

The flat production art for the platform pillars — one character each, a dedication up top, the lockup and tagline at the base.

Pillar wrap design: The Outsiders title wrap with the Tony Award Best Musical callout.

Pillar wrap design: For the Dreamers — Ponyboy.

Pillar wrap design: For the Unsung Heroes — Darrel.

Pillar wrap design: For the Kind-Hearted — Sodapop.

Pillar wrap design: For the Rebels — Dallas.

Pillar wrap design: For the Hopeful — Johnny.

Pillar wrap design: For the Carefree — Two-Bit.

Pillar wrap design: For the Carefree — Two-Bit, alternate.

Pillar wrap design: For the Optimists — Cherry.

At the gate

The show meets
you at the turnstile.

Before the platform, the gate: wraps fitted to the turnstile housings put a different character at every pass — right at the height you're looking when you tap in.

A commuter at the turnstiles, each housing wrapped with a different Outsiders character. — At the turnstiles.

Closer view of the wrapped turnstile housings, with the 49th Street and 6th Avenue signage above. — Wrapped turnstile housings.

Turnstile wrap design — For the Dreamers. — Turnstile wrap — Dreamers.

Turnstile wrap design — For the Unsung Heroes. — Unsung Heroes.

Turnstile wrap design — For the Kind-Hearted. — Kind-Hearted.

Turnstile wrap design — For the Rebels. — Rebels.

The walls

Wide enough
for the whole company.

Three wall banners and a stairwell soffit carried the headline art, the reviews and the theatre — the production's key art at the scale of a platform.

Wall banner design — There's an outsider in all of us, with the cast together on a ledge. — Wall banner — the company.

Wall banner design with a press line and the cast in motion. — Wall banner — a press line.

Wall banner design with a press line and the cast gathered around a car. — Wall banner — the cast.

Stairwell soffit design — Stay Gold — in gold type on a gold ground with the Outsiders lockup. — Stairwell soffit — Stay Gold.

When the audience is on its way somewhere else, the job is to stop them with a face and a line — and a station full of them.

The Outsiders

Overview

One pillar,one character.

The cast,pillar by pillar.

The show meetsyou at the turnstile.

Wide enoughfor the whole company.

One pillar,
one character.

The cast,
pillar by pillar.

The show meets
you at the turnstile.

Wide enough
for the whole company.