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					GENERAL ASSEMBLY
GENERAL ASSEMBLY UNVEILS NEW YORK CAMPUS FOR
TECHNOLOGY AND DESIGN
Courses Begin; Inaugural Class Moves In

NEW YORK – Jan. XX, 2011 – General Assembly (http://generalassemb.ly), a new concept in
community and education around technology and design, today opened its New York cam-
pus to the public. In addition to offering a unique curriculum around technology, design and
entrepreneurship, General Assembly will be home to entrepreneurs building New York-based
companies, creating a vibrant community that encourages collaboration and innovation.
     General Assembly’s 20,000 square foot space was designed as a campus to encourage
collaborative practices and emergent learning opportunities. Located at the intersection of
Broadway and 20th in Manhattan, the campus has educational, work, and communal space
andincludes an event space that holds 200, a classroom that holds 35, a library that holds 25,
several 15-person seminar rooms, state-of-the-art media facility, two work spaces on the north
and south wings of the campus, a full kitchen, bar, lockers, mailroom and bike storage area.
     Education programs in technology, design and entrepreneurship begin Feb. 1. The
courses represent some of the best programming in technology and design available in New
York, taught by leaders in their fields. For example, General Assembly is partnering with
IDEO (a global design and innovation firm known for its work across business, government,
education, and social sectors), to offer courses on Design Thinking. IDEO partners with top
tier academic institutions, including Stanford, where they helped found the d. school. General
Assembly is also partnering with LUXr to bring the regularly sold out course in Agile User
Experience, which has been, to date, offered exclusively in San Francisco to New York. The
program is a residency for early stage companies. Participating teams come together one
day a week for 10 weeks to collaborate with design experts and each other. The course is
taught by Janice Fraser, co-founder and CEO of Adaptive Path (a leading user-experience
strategy and design firm that has sold products to Google and coined the term Ajax). Janice
Fraser is a guest lecturer at Stanford and Haas School of Management. General Assembly
will also offer an introductory course on building a web application in Python, to teach the
practical basics of web development for beginners. Jeff Crouse, a Senior Fellow at Eyebeam
Atelier and lecturer at Parsons, New School for Design, will teach a course which requires
intermediate technical knowledge, on Augmented Reality and Computer Vision. Practical
applications include touch-displays and gesture interfaces.
     General Assembly has three tiers of engagement to allow access to the educational
offerings and the community. The majority of people will be part of the first tier, which is open
to the public and allows individuals to attend workshops and classes around design, tech-
nology, and entrepreneurship, as well as events and lectures hosted at General Assembly.
The second tier, Communal members, have 24/7 access to the campus, and include serial
entrepreneurs at the earliest stages of their next ventures, top-tier investors, designers and
developers. The third tier are those people who, by invitation, work full time out of General
Assembly. They represent some of the most promising startups in New York, and they par-
ticipate in the community by teaching classes and attending events.
     General Assembly has already attracted exciting names in the New York technol-
ogy world as part of its inaugural class, including: Amanda Hesser (New York Times food
columnist, launched T magazine); Casey Pugh (Emmy winner, early employee at Vimeo);
Chris Maguire (Co-founder of Etsy); Julian Gutman/Joe West; and Zach Klein (Co-founder,
Vimeo, Svpply, Busted Tees, and College Humor). Charter members include: Chris Hughes
(Co-founder of Facebook); Mike Yavonditte (current CEO of Hashable); and David Tisch
(Director of TechStars NYC). Partners include New York City Economic Development
Corporation (NYCEDC), IDEO, Rackspace, Silicon Valley Bank, Skype, and Wilson Sonsini.
     “It’s an exciting time in New York for not just the tech sector, but also fashion, art, media,
and finance. General Assembly is an example of the EDC’s commitment to supporting
entrepreneurship and educating New Yorkers in all fields about technology and design,” said
Mayor Bloomberg. – PLACEHOLDER QUOTE
     “We realized that a college-like setting and campus design offers some of the best oppor-
tunities for thinking, exploring and learning; where people have the space to collaborate
and the benefit of serendipitous encounters. We drew on that concept for inspiration,” said
Adam Pritzker, co-founder, General Assembly. “In one day at General Assembly, someone
can attend an introductory class on how to build a web application in python or HTML5, and
participate in workshops on computer vision and human-centered design.”
     “IDEO does a great deal of work with educational institutions and in the realm of design
for learning. We really think General Assembly’s notion of an urban campus focused on tech-
nology, design and entrepreneurship is compelling and unique. Our designers are excited to
be working and part of that community.” - Ryan Jacoby, IDEO NY

    Participating startups invited to work full-time on campus include:
»    RT—Artsy is the Pandora for the fine art world. Powered by the Art Genome Project,
    A
    Art.sy is building a global high-end art marketplace, integrated with a personal recom-
    mendation engine using their proprietary artificial intelligence technology.
»   F
     ASHION—Fashism is a crowdsourced stylist that uses social recommendations to help
    you navigate your wardrobe based on your personal style.
»   F
     INANCE—Profitably is building a next-gen business analytics and financial optimization
    software-as-a-service, with onboard tools to drive growth, optimize business operations,
    and manage profitability. Profitably brings together a respected tech, design and sales
    team, with a product that has received recent critical acclaim.
»   M
     EDIA—VHX lets users watch videos anywhere, anytime, on- or offline. Users can save
    videos for later to watch on their computer, smart phone, or TV.
»   F
     OOD—food52 is a virtual crowdsourced cookbook and recipe sharing community, bring-
    ing together food lovers and home cooks to learn from each other and share ideas, reci-
    pes and culture. Founders include former New York Times food columnist and author
    Amanda Hesser.
»   EDUCATION—Easel is a real-time tutoring for the touch generation, combining hands-on
    learning applications on mobile devices with on-demand instruction from real tutors and
    making your textbooks come to life by partnering with content publishers.
»   PUBLISHING—Newscred is a global content distribution platform, helping content pro-
    ducers generate new outlets of revenue by allowing them to syndicate content via the
    NewsCred API and providing publishers with an alternative source of premium, multi-
    platform content to reduce costs.
»   E
     NTERTAINMENT—SeatGeek is a ticket search engine that enables users to quickly access
    millions of sports and concert listings, with price forecasting.

About General Assembly General Assembly is an urban campus for entrepreneurs seeking
to transform industry and culture through technology and design. It provides programming,
space, and support services to foster collaborative practices and learning opportunities.
     General Assembly was founded by Adam Pritzker, Brad Hargreaves, Matthew Brimer,
and Jake Schwartz . General Assembly is supported by top private companies and govern-
ment agencies such as IDEO, Skype, Silicon Valley Bank, Rackspace, Wilson Sonsini, and the
New York City Economic Development Corporation, that recognize its model is unique and
meets a need in New York’s growing technology sector. For more information, please visit
http://generalassemb.ly.

###
GENERAL ASSEMBLY
FACT SHEET


CONCEPT      General Assembly is an urban campus for entrepreneurs seeking to
             transform industry and culture through technology and design. We
             provide programming, space, and support services to foster collab-
             orative practices and learning opportunities.


CAMPUS       The campus, located at the intersection of Broadway and 20th in
             Manhattan, has educational, work, and communal space. The cam-
             pus includes an event space that holds 200, a classroom that holds 35,
             a library that holds 25, several 15-person seminar rooms, state-of-the-
             art media facility, two work spaces on the north and south wings of
             the campus, a kitchen, bar, lockers, mailroom and bike storage area.


LOCATION     General Assembly is at the intersection of Broadway and 20th in
             Manhattan.


COURSES      Educational programs in technology, design, and entrepreneurship.
             Subject areas are as varied as our members, friends, and partners.
             In one day at General Assembly, an individual can attend a class on
             emerging APIs, HTML5, a storytelling workshop, and a social gather-
             ing of gaming industry leaders. Many classes are standalone, while
             others will be integrated into structured curricula exploring core
             topic areas over a series of classes.
                  The courses represent some of the best programming in tech-
             nology and design available in New York, taught by leaders in their
             fields. For example, General Assembly is partnering with IDEO (a
             global design and innovation firm known for its work across busi-
             ness, government, education, and social sectors), to offer courses on
             Design Thinking. IDEO partners with top tier academic institutions,
             including Stanford, where they helped found the d. school. General
             Assembly is also partnering with LUXr to bring the regularly sold
             out course in Agile User Experience, which has been, to date, offered
             exclusively in San Francisco to New York. The program is a resi-
             dency for early stage companies. Participating teams come together
             one day a week for 10 weeks to collaborate with design experts and
             each other. The course is taught by Janice Fraser, co-founder and
             CEO of Adaptive Path (a leading user-experience strategy and design
                   firm that has sold products to Google and coined the term Ajax).
                   Janice Fraser is a guest lecturer at Stanford and Haas School of
                   Management.
                       General Assembly will offer an introductory course on build-
                   ing a web application in Python, to teach the practical basics of web
                   development for beginners. Jeff Crouse, a Senior Fellow at Eyebeam
                   Atelier and lecturer at Parsons, New School for Design, will teach
                   a course which requires intermediate technical knowledge, on
                   Augmented Reality and Computer Vision. Practical applications
                   include touch-displays and gesture interfaces.


EVENTS             General Assembly will regularly host events for the technology
                   and design community. The first event, on Feb. 12, 2011, is Music
                   Hack Day with General Assembly is co-producing with NYHacker.
                   Engineers will come together to explore and attempt to build the
                   next generation of music applications. It’s a full weekend of hacking
                   in which participants will conceptualize, create and present their
                   projects.


NOTABLE MEMBERS    »Chris Hughes           » Aaron Cohen            » Julian Gutman
                   » Mike Yavonditte       » Zach Klein             » Joe West
                   » Amanda Hesser         » Casey Pugh             » John Britton
                   » David Tisch           » Charlie O’Donnell      » Eric Skiff
                   » Rex Sorgatz           » Vin Vacanti            » Dave Lifson
                   » Brooke Moreland       » Jim Moran

STARTUPS INCLUDE   » Art.sy                » Nodejitsu              » Easel
                   » Fashism               » VHX                    » Movable Ink
                   » food52                » Profitably             » Dubset
                   » JIBE                  » SeatGeek
                   » NewsCred              » Yipit

HOW TO JOIN        General Assembly has three tiers of engagement:
                   TIER1:PROGRAMMING—The vast majority of the community engages
                   with General Assembly by participating in our educational program-
                   ming. These individuals participate in workshops and classes around
                   design, technology, and entrepreneurship and attend events and
                   lectures hosted within the space.
                   TIER2:COMMUNAL—Communal members are at the core of General
                   Assembly’s community. Communal members have 24/7 access to the
                   campus and include serial entrepreneurs at the earliest stages of
                   their next ventures, top-tier investors, designers, and developers.
                   TIER3:DEDICATED—Selected companies are invited to work full-time out
                   of General Assembly. These represent some of the most promising
                   startups in New York and they participate in the community by teach-
                   ing classes and attending events.
OPENING            General Assembly opened its campus in January 2011.


PARTNERS INCLUDE   » New York City       » IDEO
                     Economic            » Rackspace
                     Development         » Silicon Valley Bank
                     Corporation         » Skype
                     (NYCEDC)            » Wilson Sonsini


EXECUTIVE TEAM     Adam Pritzker (founding partner)
                   Matthew O. Brimer (founding partner)
                   Brad Hargreaves (founding partner)
                   Jake Schwartz (founding partner)
                   Mimi O Chun (design director)
                   Charlie Robbins (technology director)

                   ###
GENERAL ASSEMBLY
PHOTOS(FORREFERENCEONLY)

				
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