The internationally acclaimed architect Rem Koolhaas and his firm OMA are poised to launch their first residential building in New York City. In partnership with development firm Toll Brothers, Brooklyn United created a scalable identity for 121 East 22nd featuring executions in print, digital and OOH.
Working within an increasingly oversaturated New York City luxury market, we needed to carve out a unique identity for what would be a standout building featuring 133 units, an indoor sunlit pool, automated indoor parking system and a designer-landscaped courtyard, among other amenities.
121 East 22nd occupies a prime spot in Toll Brother's portfolio as its highest profile initiative in recent history. To better cater to its niche audience, we conducted rigorous user research both before and during the design process. We also looked to the architects and the building itself for inspiration. The property sits at the crux of Gramercy and Flatiron, with one side facing bustling 23rd Street and the other sitting on quieter 22nd Street. This duality underpinned our positioning for marketing the building.
In fact, OMA designed 121 E 22nd to play directly into that juxtaposition: the development is two structures connected by a courtyard and amenity floor. The theme is manifest in everything, from the campaign copy to the structure of the website.
We also worked closely with Toll to build an iPad application for its brokers to use as a sales tool. Breaking free of the office desktop computer and printer, the tool allows the sales team to display rendered spaces, 3D models, and available residences on high-quality 4K screens (and in a more relaxed and comfortable environment, no less.) As of March, our work has been featured in a number of architectural and news outlets in conjunction with the launch of brisk sales.