15 Renwick

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15 Renwick

Images + Art Direction: MARCH / Architecture: ODA / Developer: IGI-USA / Sales & Marketing: CORE / Branding & Graphic Design: IF Studio

From the beginning there was the idea that this marketing campaign should be different. A bold new addition to a neighborhood rich with history set the stage for something memorable. Early branding and marketing ideas revolved around the site's historical ties and the building's strong modernist form juxtaposed against more playful European-inspired interiors. Working off these initial concepts, MARCH was asked to conceive and create a set of images that transcends representation.

The narrative MARCH formulated was a time mash-up that interlaces the history of Hudson Square (formerly west Soho in Manhattan) with a page from its newest chapter, 15 Renwick. A modern building set in a historically fictionalized urban landscape; historically fashioned figures occupying modern interiors. This idea set the identity theme for the remainder of the campaign. Anachronistic, neo-Victorian and somewhat steampunk in nature, what materialized was a new take on traditional real estate renderings.

Each space was framed, lit and styled with a unique story in mind. All environments and lifestyle elements were created entirely in 3D leaving only the characters as photo-composites.