In the past, about 60 percent of America’s sugar passed through one place: the Domino Sugar Refinery, a brick monolith squatting on the edge of the East River in Williamsburg, Brooklyn. More than 100 years later, a sweeping redevelopment is writing a new chapter for the site. But the process hasn’t been entirely sweet.
A domino is a small, flat block used as a gaming object. Each piece bears a series of dots, called “pips,” on its face and is blank or identically patterned on the other side. The pips are organized in a regular pattern and, like those on dice, can be arranged to represent numbers. In addition to blocking and scoring games, dominoes are also used in a variety of other activities such as memory games and solitaire.
As a result of this flexibility, the Domino brand has been successful in a number of different markets around the world. The company has a significant presence in the United States and, in recent years, has increased its presence globally, particularly in emerging economies such as India and Brazil. The company also has a number of ecommerce initiatives and is experimenting with delivery by drones.
Domino’s strategy is to create a brand that is modern, relevant, and distinctive in a highly competitive market. This includes a focus on innovation, as well as a more sophisticated approach to marketing that seeks to build a deeper connection with consumers.
While the Domino brand has a broad reach and appeals to many types of people, the company’s core target audience remains women between the ages of 25 and 44. To connect with this demographic, the company uses social media, mobile apps, and influencers to deliver content that is relevant and relatable. In addition, Domino has a strong presence in the millennial foodie space through its partnership with Vanity Fair.
When it comes to designing her mind-blowing domino arrangements, Hevesh relies on science. She starts with a theme or purpose and then brainstorms images or words that could be related to it. From there, she begins to sketch out a design and test it. Then she waits for the Domino effect.
Once the first domino is toppled, much of its potential energy converts into kinetic energy, which powers the next domino over. This continues, over and over again, until the last domino falls. In the process, the energy from one domino travels to the next, and each domino pushes the next until it reaches its limit, at which point it stops.
Hevesh’s larger designs can take several nail-biting minutes to fall. She believes that this delay is necessary to ensure a stable display. To avoid instability, she has learned to be patient and work with the laws of physics. She also believes in the importance of having a clear vision for each project. This clarity of purpose helps her to manage the complex processes involved in building her displays and ultimately produce a masterpiece.