Case Study
Archive Lofts
New York, NY · Positioning, Branding, Partnerships, Curation
The Situation
A history no competitor could claim
Archive Lofts occupies a former Museum of Modern Art storage building. That provenance is specific to this address and impossible for another development to claim. The opportunity was to build the entire buyer experience out of it.
The Decision
The building had been a home for art. Make it one again, from the lobby to the residences and past closing.
How It Showed Up
Two moves
A curated museum poster program
Vintage exhibition posters from MoMA and other New York institutions, placed through the lobby, corridors, and model residences. Real artifacts of the institutions the building served, at a price point a buyer can keep collecting.
A 1stDibs partnership
Buyers get access to the 1stDibs designer network and 15% off the marketplace. The building's identity carries into how they furnish the unit.
The Work
The program, in place
Select any image for the full frame
Photography credit to be added.
Engagement
Scope of work
Positioning & Strategy
The building's archival history as the organizing idea, carried across every touchpoint.
Naming
Named the building with the creative team, so the positioning is legible before a buyer reads a word of copy.
Brand Identity
Identity and brand language for the building, applied across sales collateral.
Renderings & Website
Directed the rendering package and the sales website, so the visual language answered to the brand and not only the architecture.
Strategic Partnerships
Sourced and negotiated the 1stDibs buyer benefit.
Art Curation & Placement
Poster collection curated and placed across lobby, corridors, and residences.