a creative agency that brings together artists and brands to develop site-specific installations. Wallplay launched three years ago; in addition to pop-ups of all kinds, it specializes in site-specific, artist-created billboards. “We started with the mission of having an art model sponsored by brands, with the belief that people are sick of traditional advertisements,” she explained. The Orchard Street location routinely drew lines for events like The 1975’s pop-up in February, but will now be replaced by a 12-story tower.