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The Anatomy of an Activation | Figma Blog (opens in new tab)

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Figma marked its 2025 public-market debut by turning the New York Stock Exchange into a public celebration of design and community. Rather than follow a conventional IPO event, the company created “Figma Commons,” supported by citywide murals, posters, billboards, and street experiences. The activation aimed to make the milestone accessible and enjoyable for both longtime users and people encountering Figma for the first time.

A Citywide Celebration of Design

  • The July 31 NYSE event centered on the message “Design is everyone’s business.”
  • Figma’s events and community teams expanded the celebration beyond the exchange with:
    • A large Brooklyn mural
    • Posters across New York City
    • A Times Square digital billboard
    • The Figma Commons outdoor event
  • The initiative reflected Figma’s belief that its community is central to the brand and should share in major milestones.

Building Figma Commons

  • Community and events leads Jordan Scott and Kelley Sauer shaped the experience over weeks of planning.
  • The project required approvals from the NYC Department of Buildings, NYPD, and the mayor’s office.
  • Temporary structures had to be mounted on wheels to comply with emergency-access regulations.
  • Storms complicated installation, with work stopping for 30 minutes after each lightning strike.
  • The team deliberately chose a larger, more ambitious event than a standard NYSE listing ceremony.

Extending the Invitation

  • Because communications were embargoed until a press release was issued, Figma had fewer than 15 hours to promote the event.
  • The team relied on grassroots and physical marketing:
    • Flyers at subway stations and ferry terminals
    • Wildpostings around Manhattan and Brooklyn
    • Direct outreach to longtime local customers
  • Posters included QR codes linking to free invitations, reinforcing the idea that the event was open to everyone.

Designing the Experience

  • Figma paid close attention to visual and physical details because its community values design craft.
  • The event included:
    • Bespoke signage from Figma’s brand team
    • Limited-edition merchandise designed to feel fresh rather than excessively branded
    • Food and drinks from popular New York eateries
    • A live mural by graffiti artist Greg Lamarche featuring the word “make”
  • Additional citywide creative work promoted Figma Make, including Times Square billboards and a Brooklyn mural built from more than 200 hand-drawn glyphs.

Figma Commons demonstrates how a corporate milestone can become a participatory public experience. By combining strong visual design, local culture, grassroots outreach, and careful logistical planning, Figma made its IPO celebration feel like an invitation to join the company’s broader design community.