Reinventing the real-estate sales experience for an innovative icon.
The Hudson Yards development on the westside of Manhattan is the biggest development project in New York since Columbus Circle and its jewel box property is 520 West 28th Street – designed by the iconic architect Zaha Hadid. The project is Zaha Hadid’s first permanent residence in New York with only 39 properties – the most desirable valued at $65m.
Our task was to create a positioning, identity and marketing platform worthy of this landmark location. Rather than following the traditional approach of naming the property or elevating the address, we chose to hero the artist and present this building as a work of art – whose name translates globally, no matter the language or culture. Our brand identity was inspired by the iconic names of fashion – Chanel, Dior, Saint Laurent – and presented Zaha Hadid and her new building in the same breath.
Every touchpoint was designed to be artistic, progressive and luxurious – from the printed collateral to the innovative website to the immersive sales experience.
Clients: Related Properties, Corcoran, Zaha Hadid Architects Agency: Mother/Mother Design Creative Director: Christian Cervantes Design: Jules Tardy, Alizee Freudenthal, Travis Barteaux Writer: Marisa Aveling Account Managers: Amy Becker, Elizabeth Obee Strategist: Charlie McKittrick Producers: Peter Lauricella, Sosia Bert, Amanda Weidman Interior Architect: Zaha Hadid Architects ExperiencePartner: HUSH Photography: Jason Schmidt, Jeffrey Means Printer: Frank Aresta