(Branding & Interior design)
Mercedes House is an elegant, luxury condominium development in New York City’s Hell’s Kitchen designed by renowned Mexican architect Enrique Norten. We were asked to elevate the brand and reestablish the core values and communications message through branding strategies, design, film, photography as well as interior design.
By choosing to use the Gotham font inspired by the timeless of New York's cityscape, our intent was to ensure the identity would endure beyond trends. We also evolved all copywriting material for Mercedes House by using a tone of voice that reminds tenants of the building's opportunities for "Full Living".
While Le Corbusier saw the home as a “machine for living," we recognized that Mercedes House represents much more; it’s a complete lifestyle ecosystem far from being just an apartment building. With its generous amenities, our perspective was that Mercedes House is a building that offers opportunities for all aspects of a good life including fitness, wellness, a food market, spa, work and play. Therefore, it was naturally evident that the concept of “FULL LIVING” was highly and suitably representative of this whole ecosystem.
The redesigned rental office and showroom apartments was a major component of the project by highlighting the need to transition into this new living style. We chose brands such as modernist Mexican Van Buren and English industrial designer Max Lamb and some custom made pieces by Pablo Limon to highlight the everlasting elegance of a life at the complex and invite tenants to enjoy the full Mercedes House experience.
To showcase the complete lifestyle available at Mercedes House with a bold, creative spin, a film was produced including multiple visual narratives and a campaign. Our creations were executed in collaboration with Miquel Polidano for the art direction in all the creative exercise; films were directed by Albert Moya, and pictures shot by Marc Regas.