Luxury real estate brand development in a small Manhattan enclave, inspired by the neighborhood’s storied history and the residents’ desire for privacy, discretion and taste.
No.22 Renwick is a modest luxury condominium on an obscure one-block street in West SoHo that few people have even heard of. With no grand architectural gestures, no shared amenities or public spaces and only one or two residences per floor, the living experience is very private. The brand program for the property echoed this desire for privacy and discretion, with a design led by a story and typography-driven narrative—an unusual strategy that ran counter to the typical image-driven approach of lush renderings and luxury-cued photography.
Once the center of printing and typesetting in New York City, the neighborhood itself also had a rich and often seedy history which is referenced in the typography, visual language, and content of the collateral. Today, the neighborhood is very protective of its below-the-radar local culture, so it was important to acknowledge and align with that community by positioning the property as an integral part of the neighborhood fabric, not an aggressive interloper. To that end, the neighborhood itself became a part of the narrative, and the subject of a small book produced for and offered to current residents and store owners.
Finally, as a gift to new residents of No.22 Renwick, and as a nod to the private clubs and speakeasies that inspired the narrative, No.22 Bourbon was custom-distilled in upstate New York and shadow-transported to the city.
Agency: Object, New York
Creative Directors, Designers: Weston Bingham, Warren Corbitt
Writer: Heather Wagner
Photographer: Ngoc Minh Ngo
Marketing: Corcoran Group Marketing
Architecture Partner: Philip Johnson/Alan Ritchie