Mapping NYC, One Dog at a Time

At Parlak +, we love when playful ideas lead to meaningful design—and that’s exactly how Paw District came to life.

Created by Meltem Parlak in collaboration with industrial designer Melis Dizdar (and with some creative direction from Alfie), Paw District is a collection of illustrated postcards that pairs New York City neighborhoods with dog breeds that capture their unique energy and spirit.

It all started as one of those “what if” conversations—the kind that begins as a joke, then quietly grows into something more. We were talking about how every NYC neighborhood has its own distinct personality. Before long, we found ourselves matching dog breeds to each one.

SoHo? Definitely an Italian Greyhound in a turtleneck.

Tribeca? A lean Vizsla with understated style.

East Village? A Jack Russell Terrier with too much energy and questionable fashion choices.

At first, it was just fun—but as designers, we saw more in the idea. These dogs weren’t random; they were visual metaphors. And at Parlak + (as well as during Meltem’s work at Birsel+Seck), metaphor is often used as a tool to make the abstract more relatable. It helps explain new or complex ideas through something familiar. In this case, dogs became a lens to understand the energy, rhythm, and identity of a place.

That’s how Paw District was born.

The project reimagines the NYC souvenir—not as a generic keepsake, but as a story you want to share. Each card is an illustrated tribute to a neighborhood, told through one of the city’s most loyal (and expressive) residents: its dogs.

It’s humorous and lighthearted, but also deeply thoughtful. Paw District asks: What makes a place feel like home? How do we connect to where we live? Can joy and humor be tools for storytelling in design?

We think the answer is yes.

What started as studio banter turned into a visual system, a love letter to New York, and one of the most joyful design processes we’ve ever been part of. It doesn’t hurt when your dog is also your muse.

We’re thrilled to share that Paw District has been selected as one of 72 featured projects in NYCxDESIGN’s Souvenir Exhibition—part of NYC Design Week, a citywide celebration of creativity, culture, and design.

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Exhibition Details
🗓 May 15–21, 11 AM – 7 PM daily
📍 The Canvas at the Oculus
📍 185 Greenwich St, Ground Floor (C2), South Concourse, NYC

We’d love to see you there.

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Created by

Meltem Parlak @parlakplus

Melis Dizdar @kavi.design

Creative direction by Alfie Parlak @alfie.thevizsla.22

Follow the project: @nodi.pets

Purchase the Postcards: nodipets.com