Mother Design, New York, is the agency behind the strategy, naming, branding, and tone of voice for the late Zaha Hadid's luxury, residential project, 520 West 28th.
"'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. The aim of the project was to position the residences as 39 unique works of art.
In addition to Mother's complete system of collateral — which included a residence book, a teaser website and a full website, the team created an artist monograph, which was given to the 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."
Discover more about the project at www.motherdesign.com.