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    Sell something that doesn’t exist. That was the ask from real estate developer Related Companies in relation to visionary architect Zaha Hadid’s … Read More
    Sell something that doesn’t exist. That was the ask from real estate developer Related Companies in relation to visionary architect Zaha Hadid’s first permanent building in New York City, 520 West 28th. It was a coup to name the building after Hadid, with the identity and branding leaning into her significance in the art world to position the residences as 39 unique works of art. A luxury project, the identity aligned itself with the high-end minimalism of luxury brands. Mother Design developed the strategy, naming, branding, and tone of voice of the residential project, in addition to its complete system of collateral—which included a residence book, a limited edition artist monograph, a teaser website and a full website. The artist monograph was given to highest potential buyers in order to provide a more in-­depth look into Hadid’s impressive body of work and stature in today’s architectural field; the informational residence book took on an editorial tone to describe the amenities and rich features of each unique residence. Everything came together as part of the sales gallery experience, it features a mini gallery of Hadid’s past work, an extra large interactive table with dynamic content and an immersive animated film narrated by Zaha Hadid. Studio: Mother Design Creative Director: Christian Cervantes Senior Designer: Jules Tardy Designer: Alizee Freudenthal, Travis Barteaux Writer: Marisa Aveling Mothers: Amy Becker, Elizabeth Obee Strategist: Charlie McKittrick Producers: Peter Lauricella, Sosia Bert, Amanda Weidman Environment / Experience partners: Zaha Hadid Architects, Hush Website partner: Stink Digital Printer: Frank Aresta Read Less
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