LIVE AT SKY
LIVE AT SKY
Bringing to life a wholistic luxury living experience for the largest rental building in NYC.
Luxury from the Ground Up
The single largest residential building in New York City, and the country, it was important from the beginning of the project to cohesively tell the story of luxury living through every single touchpoint across marketing, branding, digital, PR and space design during development and leasing.
Working with a large team across developer C-suite, construction, leasing and design, we created a truly incredible building with amazing amenities, services and impactful marketing that drove traffic to the leasing center and converted excitement into signed leases - all while still an active construction site.
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Create a luxury lifestyle like none other in the heart of NYC's far west side, where living comes with the most high-end amenities and services.
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Pre-leasing marketing and PR
Interior Design
Branding
On-site AR experience to explore the building, while under construction
Creating a revolutionary mix of Amenity planning and Concierge services to create a truly white gloved living environment and community
Technology, Strategy, CX
Executive Presentations to the CEO
Training leasing staff on marketing and interior design points of sale
Website ux/ui and creative
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Holistic amenity space design, branding and programing
Building interior design creative direction across all 72 stories of space, from lobby to FFE
Leasing office design offsite and onsite
Model Unit programing, design and creative direction, allowing prospective tenants to purchase entire furnishing packages pre move-in
Art curation and aquisition, including the Yayoi Kusama pumpkin in the motorcourt front entrance
Creative Direction and branding of the massive Lifetime gym & cluub space, including the Carmelo Anthony branded basketball court
Branding a new Skyline icon
Inspired by the David Rockwell designed interiors, light streaming through window panes and our core resident demographic, we designed out a bold logo mark and suite of materials to live throughout Sky’s building and marketing.
The SKY resident is high-income and tech-savvy, accustomed to fine dining in of-the-moment restaurants, a fan of luxury travel, and well versed in fashion, contemporary art, and culture. SKY attracts a mix of young, sophisticated, active residents from the world of finance, fashion, creative industries, and high technology. They want to live the good life in an exciting urban neighborhood.
Inspired Interiors
Designed in warm hues and golden accents, the white marble and wood lobby invokes both a sense of home and luxury. The 24-hour attended lobby desk - with full concierge services is centered underneath a custom, hand-blown chandelier by Lasvit and anchored by two Art Libraries. These special spaces have cozy seating, fireplaces, custom painting by Yayoi Kusama and a curated library of art tomes from Assouline.
Opulent Amenities
Sky is all about embodying a luxurious urban lifestyle, where everything you could need or imagine was all under one roof. Sleep, train, restore, eat, entertain… Live the Sky Life.
Sky offers an unparalleled breadth of services and amenities. An exclusive 70,000 square-foot Life Time Fitness membership club features multi-level athletic facilities, water spa, indoor pool, full-size Carmelo Anthony basketball court, two outdoor pools, café, kids’ club, and open-air pool deck, lawn, and gardens. Enjoy an in-house concierge, pet spa, bike valet, and more.
Special Touches
What do you give the building that already has everything? Brand partnerships! We had the exciting opportunity to collaborate with Carmelo Anthony on branding and designing the clubs NBA regulation basketball court, which has become an unofficial NY Knicks practice space.
It was important to offer incredible new levels of service to the Sky residents, that were not available anywhere else. Working with buzz worthy startups Casper, Trunk Club and Paintzen, we created specialized move-in packages such as the ‘Casper Mattress Concierge’, Paintzen custom Sky color palettes in ‘dusk’ and ‘dawn’ (used in the model units of course) and an ‘On-Demand Stylist’ available to all residents by Trunk Club.
Digital
The Sky digital presence was a vital element of pre-leasing the building. Keeping with our core demographics elevated design and tech sensibilities, we incorporated big glossy imagery paired with tight ui/ux to aesthetically continue the Sky brand story.
Key site elements highlight The Art, Residences, Amenities and Availabilities - all curated into a seamless digital experience reminiscent of living at Sky.
More innovative features include full social media aggregation in the Media section and Views From the Sky, an ongoing NYC skyline time lapse from the roof of Sky
Model Unit Moments
We designed the model units to reflect the overarching Sky brand, with subtle styling nods to the amenities, art and lifestyle at Sky. With the finest furnishing, views and styling, each unit was entirely shoppable, for clients whom want to move into that perfectly design apartment.
Pop-up Leasing
Prior to the buildings completion, we needed a location that exuded the ‘sky life’ to meet clients and showcase all Sky had to offer. I took a vacant café down the street and transformed it into a beautiful marketing space, complete with customized hardhats, beverage service & candy bar and an immersive AR experience to tour the massive facilities still under construction. It was an impactful space for prospective residents to hear everything Sky has to offer prior to touring the model unit floor.