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  • 20 East End Avenue is a magnificent residential building, in New York City’s refined Upper East Side neighborhood, designed by starchitect Robert A.M. Stern. Defined by a pre-war aesthetic, the building carries forward the vocabulary of the great New York apartment houses of the 1920s and 1930s. It was awarded the distinguished Stanford White Award for residential architecture in 2019.

  • Brand vision
    Brand architecture
    Brand narrative
    Brand identity
    Art direction
    Social media strategy

  • Print and digital collateral
    Photography and film
    CGIs and animation
    Digital design and development
    Immersive brand journey and sales gallery design
    Development consulting

Sound On Sound Off

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.