Herzog & de Meuron's TriBeca High-Rise Promo Art-Film by Tronic Studio

Anish Kapoor's huge stainless steel balloon sculpture floats gently out of the Manhattan sky to land on-site at 56 Leonard Street, where it is compressed into final form under the descending weight of architects' Herzog & de Meuron's twisted-glass and steel 57-story hi-rise residential tower.

So opens directing and new media studio Tronic's stunning hi-def branding production, which was designed by partners Jessi Seppi and Vivian Rosenthal, themselves Columbia University trained architects, to conceptually mirror the architects' intent while providing the foundation for the luxury properties' marketing program.

Renown for their ability to strike an uncanny balance between strict refinement and pure invention, Herzog & de Meuron, whose credits include internationally renown buildings like the Beijing National Stadium (Bird's nest) and the Tate Modern, at Bankside, London, opens its fourth decade poised to reinvent another great architectural prototype with its first hi-rise residential tower, located in Manhattan's Tribeca Historic District.

"We felt honored to be chosen to work on this project for these Pritzker Prize-winning architects," said Jesse Seppi, whose studio Tronic is also engaged in a project for Daniel Liebeskind.

"Conceptually and aesthetically we share the same language with architects, so the working process is much smoother," he adds.