Have Walls, Hang Art
37 East 12th
When New York’s biggest commercial developer, Edward Minskoff, decided to design a residential project off University Place, he turned to Watson for high-level strategy and branding infused with a dose of artistry. Minskoff’s primary concern was quality: 37 East 12th Street would be a home for art lovers. No detail was spared. Speaking to the high degree of craftsmanship at work, Watson created a holistic brand identity that framed the building as a space for art collectors.
