ZHA’s 520W28th experiential branding by Mother Design

June 30th, 2016 by retail design blog

‘520 W 28th street’ is the first permanent residential project in New York designed by late architect Zaha Hadid. Included as part of the Hudson Yards development, in the Chelsea gallery district on Manhattan’s West side, the building has a scarce 39 properties. Units are extremely desirable, especially due to the architect’s untimely passing, leading to the need for an innovative, experiential branding identity to bring in prospective buyers.

Design identity and sales experience (created in collaboration with HUSH) was handled by Mother Design, who oversaw the project alongside various creative partners including ZHA. Breaking from tradition Hadid, rather than the prestige of the address, was selected as the point of emphasis in the progressive approach. Indeed, ‘520 W 28th street’ is presented as a priceless work of art, made all the more valuable by its singularity in the city.

Upon entrance, guests are led past models of Hadid’s more notable architectural achievements. Accompanying each is a touch-screen placard that explains the project in depth with photographic documentation. Afterwards, visitors are taken into a darkened theatre where an immersive video explores the iconic hadid as architect and individual, and runs through specifics regarding the building. Hidden doors then open upon a fully-furnished sample apartment with a table that, when touched, reveals an interactive surface to further investigate the property’s countless details.





http://www.designboom.com/design/branding-identity-mother-design-zha-520w28th-nyc-06-29-2016/

Russia Pavilion by SPEECH at Milan Expo 2015, Milan – Italy
Located on the EXPO’s main street Decumano, the Russian pavilion is a 3,260 ...
Level 23 Office by DZAP, Leeuwarden - Netherlands
In the North of The Netherlands, on the edge of Leeuwarden a new, 2 floor lo...
Grand Ferdinand Hotel by Atelier Heiss Architekten, Vienna - Austria
New Viennese elegance on the Ringstraße.
Alliander office by Fokkema & Partners, Duiven - Netherlands
Thanks to creative solutions from the entire consortium in collaboration wit...

Leave a Reply

Your email address will not be published. Required fields are marked *