Credits
Developer: Macklowe Properties
Branding and Creative: DBOX
Photography: DBOX
Film: DBOX
PR: M18 and PRCo
When developing the marketing strategy for 432 Park Avenue, my goal was to create an experience that transcended traditional real estate marketing and positioned the building as a global icon of luxury living. By curating an immersive brand narrative—spanning digital, PR, experiential activations, and high-touch sales experiences—I reinforced the tower’s stature as the tallest residential building in the Western Hemisphere and a defining presence on Billionaire’s Row.
This strategic approach resulted in a record-breaking $3.1B sellout ($6,894/SF), with 90% sell-through in just four years—outpacing the ultra-luxury market. A meticulously executed global media campaign generated over 1 billion media impressions, ensuring 432 Park remained exclusive yet highly sought after. Through a carefully designed sales gallery, captivating imagery, and compelling storytelling, I shaped a marketing platform that not only elevated demand but also set new pricing benchmarks, with resale values exceeding $10,000 per square foot.
Marketing Highlights:
Branding At the helm of a dynamic marketing team, I spearheaded an ambitious branding and collateral program aimed at elevating 432 Park Avenue to iconic status as the epitome of luxury living. Collaborating with graphic designers, writers, renderers and filmmakers we crafted a multifaceted campaign to communicate the unparalleled prestige of the development. Through strategic branding initiatives and compelling collateral materials, we sought to establish 432 Park Avenue as the pinnacle of luxury real estate, capturing the attention and admiration of discerning buyers worldwide.
Visualization In shaping the brand imagery for 432 Park Avenue, we meticulously orchestrated preconstruction visualization, encompassing photo-realistic renderings and evocative branded imagery, complemented by a dynamic brand film. These captivating visuals served as the cornerstone of our pre-construction sales, marketing, and PR efforts, captivating audiences and articulating the elevated lifestyle synonymous with residing at this prestigious address.
Sales Gallery Located on the 21st floor of the General Motors Building, the stunning 5,000+ square foot sales gallery reflected the sleek minimalism of 432 Park Avenue. Leading an interdisciplinary team of architects, artists, model makers and interactive designers we curated a presentation to transcend salesmanship and create an experience that fused art, technology, and architecture in a showcase of modern luxury.
Beyond the confines of the on-site sales gallery, we crafted a portable sales experience tailored for one-on-one presentations, featuring meticulously crafted models and an immersive interactive presentation. Through this dynamic outreach, we extended the allure of our development beyond its physical location, captivating potential buyers worldwide with the promise of luxury and sophistication.
Completed Building In meticulously documenting the completed building, we collaborated with esteemed photographers and filmmakers to encapsulate the realization of our promise: delivering the epitome of luxury within the world's most iconic residence. This comprehensive documentation served as a potent tool for our sales and PR teams, reigniting interest in the development and captivating a fresh audience of potential buyers and press. By showcasing the finished masterpiece, we effectively engaged with discerning individuals who sought assurance through firsthand experience before contemplating a purchase.
Model Residences At the forefront of our initiative, we curated a series of model apartments, collaborating with esteemed interior designers esteemed designers such as Deborah Berke, Kelly Behun, and Robert Couturier to resonate with our discerning buyers. Crafting designer briefs tailored to specific buyer profiles and design objectives, we ensured each space exuded sophistication and allure. Through seamless coordination with construction teams, we brought these visions to life, orchestrating promotional events for press, brokers, influencers, and prospective buyers, leveraging various mediums such as photography, film, and PR to showcase the model residences' exquisite craftsmanship and appeal.
Public Relations With strategic planning, we assembled a skilled domestic and international PR team to promote 432 Park Avenue, no advertising was placed. Through multi-day press events and news conferences attended by journalists worldwide, we secured extensive coverage in prestigious news, business, design and lifestyle publications, highlighting the building's iconic luxury and the development team's track record. Guiding Harry Macklowe through interviews and leading PR tours, we bolstered our project's reputation and forged impactful press relationships that continued through subsequent developments.
