57th Street in New York City is considered “Billionaire’s Row” with numerous ultra-luxury residential buildings including the infamous One 57. 252 E57 is located near 2nd Avenue in the quieter residential Sutton Place neighborhood. To be successful, we needed to inspire those who pride themselves on discretion, and a discerning eye for the finer things. It was critical 252 be true to itself and not fall into the flashy marketing tactics that it’s competition was displaying farther west on 57th.
With the combination of renown architects SOM and Daniel Remualdez interiors, this building was truly the most thoughtfully designed building in NYC. Fluidly designed S curved architecture brought the outside inside to beautiful and sophisticated tech interiors – the building is a modern sculpture for the NYC skyline. Our brand expressed these details and captured the form and function that 252 E57 exuded.
We created a brand campaign to express the seductive beauty of the building and the inspiring interiors and amenities. The brand identity and all marketing tools took cues from 252’s architecture and design. From the tactile simulated sales gallery to the digital virtual reality tools, we gave the discerning buyer a fully immersive experience of what it would be like to live in this residential masterpiece.
Brand Strategy
Naming
Verbal Identity
Visual Identity
Brand and Digital Activation
Brand Campaign
Website Strategy, Design and Development
Print and Collateral
Sales Center
Signage
sell-out
the number that connected the vision of an ideal home to the interior design
the eastern anchor of Billionaires Row
the selling price of the penthouse