For the 12th annual Open House New York Weekend, PS developed a marketing campaign rooted in the streets of the City. A wall in Welling Court, a Long Island City street-art destination and OHNY weekend site, was tagged with the organization's logo and iconic sites. This image became the signature image for all marketing material, from the annual guide cover to print advertisements. Buzz was generated, in advance of the weekend, by challenging the OHNY fan base to locate the mural, in the city, with the first person to take a picture of themselves against it receiving a coveted weekend passport.