HUSH has partnered with luxury real estate developer Toll Brothers City Living and Gemdale Properties and Investments, to craft an engaging visual installation that reinforces the distinctive, prismatic design and vibrant surroundings of the company's eagerly anticipated property 121 E 22ND in New York City.
Slated for completion in Fall 2018, the 18-story tower at 121 E 22nd Street marks the first residential building in Manhattan designed by the OMA (Office of Metropolitan Architecture). Designed by partner Shohei Shigematsu, the property celebrates Shigematsu's decade-long tenure directing OMA New York.
Based on a design language developed by the building's architects at OMA, and in collaboration with Toll's branding agency Brooklyn United, HUSH designed a bold visual expression for 121 E 22ND's sales gallery. The goal is to provide potential buyers with an immersive introduction to the building's design and its location at the nexus of two sought-after neighborhoods, Gramercy and the Flatiron District. "Because the design language is so strong, we decided to leverage it in several other digital and visual ways so that buyers would perceive everything through its lens," HUSH Founding Partner/Creative Leader David Schwarz explained. "The structure of the installation, the visual VFX elements, and the live action footage were merged within this angular design iconography to deliver a powerful visual statement."
HUSH's installation required the design agency to employ several complex techniques which allows the experience to feel simple and bold. Producing a shoot across multiple locations generated a sizeable amount of 6K footage. Each shot was meticulously composed to work within the installation's angular symmetrical form. To further express the building's iconography, the agency created a prismatic refraction effect using the building's exact geometry. "In a quick glance, or a longer engagement, the piece aligns buyers with the power of architectural in a way impossible to do with only models, plans, and renderings," Schwarz said. "We helped merge design language and environment in a way that will inspire potential buyers with a vision of their future."