Summary

Standing Apart on an Ultra-Luxury Street. 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 its competition was displaying farther west on 57th.

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.

Reshaping Midtown East (Published 2014)

Every neighborhood has its stepchild, an overlooked swath that does not receive as much attention as surrounding blocks. For Midtown East, that area is around East 57th Street near Bloomingdale's, a strip with neither the commercial bustle found farther south, nor the rarefied character of its decidedly residential neighbors Sutton Place and the Upper East Side.

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