The Working Assembly blurs the lines for Pinky Swear’s genre-defying identity

Pinky Swear, a new hospitality experience set to open in New York’s Lower East Side this month, defies simple categorization by blending upscale dining, interactive art, and social play in one venue. The creative agency behind the project, The Working Assembly, embraced the challenge of creating a brand identity that mirrors the venue’s fluid and unpredictable nature.

The design language of Pinky Swear draws inspiration from the Rorschach Test, symbolizing the diverse and subjective experiences visitors can have at the venue. This motif is reflected in the visual elements, combining symmetry, abstraction, and contrast to create a flexible yet intentional aesthetic. The branding is subtly integrated into the physical space, adding to the immersive experience without overwhelming the environment.

Motion design plays a key role in extending the brand’s energy into the digital realm, capturing the venue’s movement and unpredictability. This dynamic approach ensures that Pinky Swear remains fresh and adaptable with each visit. The ethos of “exclusivity for inclusive people” shapes the overall atmosphere, offering a special yet welcoming experience for visitors.

As hybrid hospitality spaces like Pinky Swear gain popularity, they cater to a cultural desire for unique and engaging experiences that go beyond traditional offerings. The venue’s interactive elements, such as checkerboard tables and hidden surprises, encourage exploration and curiosity, making each visit distinctive and memorable.