The Feil Organization
Real Estate / Corporate
CO OP partnered with Feil to create a prestige brand for Parc Beaufort, an office-to-residential condominium conversion at 140 W 57th St on Manhattan’s Billionaires’ Row. Inspired by the building’s history as former artists’ studios, we developed a sophisticated identity distinct from the surrounding glass-and-steel luxury towers — elegant, timeless and character-driven. A heritage-inspired brand crafted to resonate with discerning buyers and command a premium.
SERVICES
Brand Strategy
Naming
Visual Identity
Website
Sales Collateral
Advertising
SERVICES
Brand Strategy
Naming
Visual Identity
Website
Sales Collateral
Advertising
Built in 1907, the building was designed to maximize natural light for artists through dramatic double-height studio windows. While the exterior remains discreet and understated, the interiors feel remarkably fresh and luminous. This contrast inspired every aspect of the brand. Working alongside renowned interior designer Stephen Sills, CO OP created a refined identity that seamlessly balances tradition and modernity, as well as boldness and harmony.
Named Parc Beaufort, the brand pays tribute to the building’s cosmopolitan origins while offering an intimate alternative to the anonymous address-driven brands dominating 57th Street.
CO OP designed the website by integrating best practices for engagement, lead generation and prospect management, reflecting the ambition and professionalism of both the development and sales teams. At the same time, we translated the refinement of the architecture and the glamour of the interiors into a beautifully crafted digital experience. As a result, elegance and performance work seamlessly together.
Through subtle typography, color, layout and animation, the website conveys the elevated character of the building in a way that feels sophisticated rather than overstated.
Digital marketing tools drive efficiency and performance. However, the tactile experience of a printed brochure or the weight and texture of a business card can often make the final difference in a sale. Across every touchpoint, CO OP ensured that each element reflected the rare quality and understated elegance of Parc Beaufort.
From paper stock and color specifications to photography crops and refined captions, every detail was carefully aligned with the brand’s guiding vision to create a seamless and elevated experience.
During construction, bringing a building to life through marketing can feel nearly impossible. Throughout the process, however, CO OP developed a rich visual narrative that revealed the project’s beauty at every stage. From hand-drawn architectural sketches to immersive renderings and evocative photography, we created a diverse collection of imagery that ultimately inspired the project’s own gallery wall. Working closely with our trusted photographers, in-house rendering team and Stephen Sills’ design studio, CO OP curated imagery that feels both timeless and inspiring.
