Case Study
Launching exclusive residences and the newest Park Hyatt hotel with unprecedented Central Park views inside of a modern tower by Pritzker winning architect, Christian de Portzamparc.

Scope of Work
Branding
Packaging
Advertising Campaign
Content Creation
Sales Office & Apps
Marketing Materials
  
Website Design & Content
Visual & Retail Support

Brand Identity

Once we finalized the name for the building, my team designed a logo that emulated the elegance of the building with a similar neo deco feel that the building was inspired by.

We created a custom neo deco typeface to be used for display and landed on Interstate as the workhorse sans for other executions.

The color palette of the project leaned heavily on the range of blues stemming from the multicolored glass used to facade the building. In addition, we gave the project a neutral camel to balance it out. 

Lastly, we created a fluid pattern that gave a nod to the water inspired shape of the building.

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Content Creation

We concepted and created a robust suite of assets for the project in order to showcase the unparalleled residences and amenities. 

The main film took the core inspiration for the building, water cascading down and turned gravity on its head to reconstructed the tower with water rising up. In addition, we created a logo animation film as well as an interview film with Christian de Portzamparc and a neighborhood context film. 

We partnered with MarchMade to render exterior views of the building as well as interiors of the apartments and amenities availble to residents. 

We partnered with a drone photographer to develop a way to shoot 360 degree views from each apartment height since all marketing was developed ahead of construction.

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Sales Office and iPad App

The sales team hoped to sell the majority of residential units ahead of the construction of the building. As such, we designed an elaborate sales center in partnership with the interiors architect, Thomas Juul Hanssen. We worked together to carve out the space to best showcase the films, multiple building models, an ambitious floor to ceiling immersive projection space to showcase the building views and floorplans as well as the traditional model rooms to show finishes of the eventual residences. To ensure the entire experience was as seamless as possible, we also designed an iPad app to navigate and control all rooms and experiences.

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Marketing Materials

The residences at One 57 boasted some of the most expensive prices in Manhattan. As such, the marketing materials for the residences had to do the heavy lifting for the project. 

We created a slip cased coffee table book that outlined the design inspiration from the architect, Christian de Portzamparc, as well as his past work, descriptions and renderings of the interior spaces of the residences, views of Central Park from the residences, sections outlining the unprecedented amenities the building would have thanks to the partnership with Park Hyatt.

In addition, we also created floor plans for each residence, a premium case to deliver floor plans as well as a smaller format marketing handout for events, a stationery package as well as a shopping bag for potential consumers to easily carry everything home.

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Website

Because of the exclusive nature of the consumer set, we created a personalizable private website for potential consumers. On top of sharing the design inspiration and features of the building and residences, the site also gave the consumers the ability to see exclusive content and to self navigate the views and floorplans of the units they were considering.

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Credits

Created at Lipman for EXTELL
Agency CCO: David Lipman
Creative Lead: Ryan Jones
Design: Daniel Koppich, Ricky Kim
Copywriting: Steven Brinlee
Films: Tronic
Site / App / Experience Build: Molecule VFX
Renderings: March
Photography: Robbie Fimano
Sales Center Interior Architect: Thomas Juul Hansen


©2024 RYAN ROBERT JONES

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