287 Park Avenue South

GRAMERCY PARK, NEW YORK

THE BACKGROUND
CL Investment Group retained the Seventh Art to create the brand identity and marketing collateral for their upscale condominium development on Park Avenue South in the Gramercy Park neighborhood. This neoclassical building with its newly conceived eight-story tower addition by architects Rogers Partners, and with interiors by Groves and Co seamlessly blends historical elements with modern aesthetic.

THE PROCESS
For the brand positioning “Objet Trouvé,” The Seventh Art capitalized on the historical past of the building with its rich architectural facade and beautifully detailed entrance. Objet Trouvé works perfectly with the idea of “new luxury”, because it invites the viewer, in this case the buyer, to look more closely in order to discover the rare beauty of the historical building as well as its carefully crafted, contemporary and spacious interiors.

THE RESULT
The brochure and website showcase the residences of the building designed in a classic language through a modern lens. Close-ups highlight the custom designed details and handcrafted wood and metal fixtures. The Sales Gallery features a “cabinet of curiosities” where artifacts of the building’s past, and their modern counterparts are illuminated side-by-side.

SERVICES
Brand strategy, naming, logo design, illustration art direction, photography, copywriting

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