Developed by Edward Baquero of the Corigin Real Estate Group, the project’s aim was to reinforce the DNA of the street – where Baquero himself was born – and to create building blocks for the future, by leaving a powerful imprint. The Seventh Art developed first a compelling and comprehensive positioning – Everything Considered. The elegant brand collateral that followed included three separate and unique coffee table books, dedicated to: Stern’s ingenious design process, the lifestyle of 20 East End Avenue, and the details of this amazing project.

The brand journey experience extended into a sales gallery that attracted people from all around the world. A full-scale set was built far from the actual project site, but embodied vividly the brand vision and the brand identity. Located at Madison and 64th the sales office was immediately associated with an elite lifestyle and an exclusive price point. This strategic move not only increased exposure but doubled the purchase percentage. One of the penthouse apartments was sold for a record $39 million.

“The Seventh Art created an elegant, timeless, enduring brand for 20 East End Avenue that enabled the building to achieve record-breaking price points for this Upper East Side enclave. The distinctive graphic identity, with its Sackers Gothic and Copperplate fonts, perfectly embodied the fusion of modern and traditional that is reflected in Robert A.M. Stern’s exquisite building design. The brand’s tagline, “Everything Considered,” communicated to purchasers that great steps had been taken to create a home that was personally shaped by the architect, from interior amenities to the exterior facade. Every piece of imagery and collateral reinforced the message that 20 East End Avenue was a signature building in a location that was worthy of its grandeur. Prior to the launch of sales at 20 East End Avenue, the record price per square foot in the neighborhood had been $2,200. The average price per square foot for homes at 20 East End was nearly $3,000, and the full floor Penthouse sold at more than $6,000 per square foot.”