The sales gallery and marketing program for the Audrey Matlock-designed Chelsea Modern was a tangible translation of her architectural concepts and forms. The building’s distinctively angled facade, the precisely considered gallery-like interiors, and the 24/7 West Chelsea neighborhood each, in different ways, provided the foundation for the content and design of the program.

We collaborated with the architect to design the 4,000 square foot sales gallery, including a full-sized reproduction of the angled facade, and a reproduction of the tiled pop-out windows used as a surface to deliver information about both the building and the neighborhood. In the spirit of modernist transparency, text spanning full wall lengths—installed at eye-level along the entrance and meeting room walls—listed the thousands of different building materials used in the property construction.

Every gesture of every element, from typography to paper choice to sales space finishes, translated and expressed the property’s physical characteristics, experience, and context.

Floorplans could be folded to compare facade angles for the same floorplate on different floors.

Agency: Object, New York
Creative Directors, Designers: Weston Bingham, Warren Corbitt
Writer: Mark Lamster
Photographer: Walter Smith
Renderer: Hypertecture
Sales Office Architect: Audrey Matlock Architecture
Marketing: Corcoran Sunshine Marketing Group
Architecture Partner: Audrey Matlock Architecture
Property Developer: Madison Equities