The East Village is known for having attitude and grit, but we needed to communicate this authentically despite having a brand new building.

Inspired by the neighborhood, we encouraged the developer to take some risk with branding and design that didn’t take itself so seriously. We leveraged a mixture of stock, fine art, original photography, renderings and smart copy for the branding execution.

A fun “Fiorucci meets Liechtenstein” brand showcases the building and neighborhood with wit, playful exploration and even an original artwork of the amenity-rich rooftop interpreted by contemporary pop artist, Kristin Simmons. The client loved the campaign developed from the brochure so much, they opted to create a Times Square billboard of the product.