Poised to become one of New York City’s most covetable residential properties, 121 E 22nd Street’s multifaceted exterior reflects the decidedly modern sensibilities within. To convey its scope and scale to potential buyers, Brooklyn-based experience design agency HUSH crafted an installation in partnership with luxury real estate developers Toll Brothers City Living and Gemdale Properties and Investment.
Based on the designs developed by the building’s architects at the Office for Metropolitan Architecture, a Dutch architecture firm, and in collaboration with Toll’s New York–based branding agency Brooklyn United, HUSH designed the gallery to introduce viewers to the building’s prismatic design and its location at the nexus of Gramercy and the Flatiron District. “The structure of the installation, the visual VFX element and the live-action footage were merged within this angular design iconography to deliver a powerful visual statement,” says David Schwarz, HUSH’s founding partner and creative leader.
HUSH’s installation required the design agency to produce a shoot across multiple locations, meticulously composing each shot to work within the installation’s angular symmetrical form. HUSH also created a prismatic effect using the building’s exact geometry. “The piece aligns buyers with the power of architecture in a way impossible to do with only models, plans and renderings,” Schwarz says.
Based on the designs developed by the building’s architects at the Office for Metropolitan Architecture, a Dutch architecture firm, and in collaboration with Toll’s New York–based branding agency Brooklyn United, HUSH designed the gallery to introduce viewers to the building’s prismatic design and its location at the nexus of Gramercy and the Flatiron District. “The structure of the installation, the visual VFX element and the live-action footage were merged within this angular design iconography to deliver a powerful visual statement,” says David Schwarz, HUSH’s founding partner and creative leader.
HUSH’s installation required the design agency to produce a shoot across multiple locations, meticulously composing each shot to work within the installation’s angular symmetrical form. HUSH also created a prismatic effect using the building’s exact geometry. “The piece aligns buyers with the power of architecture in a way impossible to do with only models, plans and renderings,” Schwarz says.
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