Inside/Out: The Residences at 200E59

Our comprehensive branding and naming endeavors leverage 200 East 59’s unique characteristics to better position it against an intensely competitive backdrop of new luxury condominium developments throughout New York City.

This residential tower, adjacent to Bloomingdale’s Flagship store, distinguishes itself through a design that seamlessly merges indoor and outdoor spaces without the use of any interior columns. The tower offer views spanning from the East River to Central Park and every residence is a corner unit, wrapped in deep, continuous private terraces that extend living and entertainment space to the outdoors.

We approached the monograph design as an architectural expression of the building’s innovative features, with intensive research efforts that delved into the history of mid-century design and architecture. The brand platform launched the sales effort with great anticipation and enthusiasm. The building’s innovative features were represented on the monograph cover with a full coverage blind embossed basketweave pattern on silver paper, mirroring 200 East 59’s aluminum retail podium, a sophisticated addition to Manhattan’s streetscape.

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