Seagram Building: Ruben Toledo
Toledo's Take on the Seagram Building

We commissioned the artist and illustrator Ruben Toledo to create a series of free-flowing illustrations inspired by the Seagram building’s history and forward-looking future. Using Toledo’s sketches and illustrations, our goal was to bring new life to Mies van der Rohe’s architectural masterpiece at 375 Park Avenue. We created a limited edition monograph and refreshing marketing campaign in celebration of the Seagram Building’s revitalization. The bright watercolors, deep lines, and poetic quality of Toledo’s work, combined with our layered design and compelling storytelling, set up the landmark building to attract a younger tenant profile.