The extensive marketing package for Chelsea Modern was driven primarily by three specific property attributes: The minimalist, gallery-inspired interiors; the 24/7 West Chelsea neighborhood; and the building's iconic, award-winning facade. Each of these attributes are translated, in varying amounts and levels, throughout the sales marketing program so that every potential buyer touchpoint speaks both directly and deeply about the property.
The unique sales gallery, rather than taking the traditional model apartment approach, instead transformed a 4,000 square foot space into an architectural installation — an intentional nod to the West Chelsea art gallery community. A true translation of the architecture, communicating the experience of the finished space in every gesture, from the clear glass map that looks out onto the neighborhood, to the full-sized reproduction of the angled facade.
Winner of 365:AIGA Year in Design