Credits
Developer: Macklowe Properties
Branding: Graham Hanson Design
Model Residence Design: Stylagos
Brand Campaign Photo and Film: DBOX
Animals Ad Campaign: DBOX
PR: M18
Located at the intersection of Midtown East and the Upper East Side, 200 East 59 brings a fresh architectural language to Manhattan’s skyline. Inspired by Miami’s oceanfront aesthetic, I positioned the building’s crisp white façade, striking terraces, and expansive outdoor spaces as a rare luxury in New York City. As Macklowe Properties’ next evolution after 432 Park Avenue, the development delivers the same level of craftsmanship but with more accessible unit sizes and price points.
To engage design-savvy buyers and young professionals, I developed a bold, offbeat marketing campaign featuring oversized animals in the residences—a striking departure from traditional real estate advertising. This approach playfully emphasized the scale of the apartments while resonating with a forward-thinking audience tired of predictable luxury marketing.
Through a mix of targeted digital campaigns, experiential activations, and PR, 200 East 59 stood out in a crowded market, achieving strong early sales momentum, extensive media coverage, and a well-defined brand identity that reinforced Macklowe’s reputation for innovative luxury development.
Marketing Highlights:
Branding In crafting its brand identity, 200 East 59 remains steadfast to its architectural vision, employing a timeless graphic treatment that echoes the building's classic modern ethos. This aesthetic thread weaves through all marketing materials, both in print and digital, ensuring a cohesive representation of the property's essence.
Messaging is refreshingly direct, spotlighting the project's distinctive features: the Miami-inspired private terraces, modern layouts, expansive skyline views, luxurious amenities, and central Manhattan locale. Each element is underscored with clarity, allowing the property's intrinsic allure to shine through.
A particularly inspired touch was the interpretation of the project's unique metallic basket weave base. This architectural motif is translated into textured 3D patterns adorning the printed collateral, evoking a sense of luxury reminiscent of bespoke retail packaging. It's a nod to craftsmanship and attention to detail, elevating the marketing materials to a level befitting the property's refined stature.
Advertising The Animals Ad Campaign embarked on a whimsical yet inventive journey to spotlight the distinctive attributes of 200 East 59. Introducing CGI creatures that frolic along city streets and dwell within the building, the campaign injects a dose of playfulness into the property's marketing landscape, a refreshing departure amidst a sea of competitor’s visually homogeneous offerings. This multifaceted initiative encompassed PR, paid and organic social media, digital advertising, and tangible sculptures showcased within the sales gallery and prominent neighborhood sites. At its core, a captivating brand film served as the linchpin, inspiring and informing all other collateral, weaving a cohesive narrative that captivated audiences and distinguished 200 East 59 as a beacon of imaginative urban living.
Model Residences and PR Crafted to garner attention from the press and buyers alike, the interior design of 200 East 59 aims to carve out a distinctive lifestyle niche within the bustle of Midtown Manhattan. The juxtaposition of a sleek white marble lobby with vibrant Renaissance paintings and an avant-garde bicycle-inspired sculptural desk leaves an indelible first impression, striking a balance between uniqueness and refinement.
Model apartments, pivotal in the marketing mix, were entrusted to a young Parisian designer whose fresh perspective had yet to be introduced to New York's design scene. Infusing surrealistic touches into minimalist interiors, these residents offered a captivating glimpse into a world where whimsey meets modernity. Lush terrace landscapes completed the “Inside-Out” lifestyle.
The project's interior design captured the imagination of both local New York and international design press, earning widespread acclaim and rendering heavy advertising expenditure unnecessary. It stands as a testament to the power of innovative design to not only shape spaces but also perceptions, solidifying 200 East 59 as a beacon of distinctive urban living.
