19 Dutch

Creating individuality in a sea of the conventional. This 63-story glass tower in the financial district needed an edge to break through the clutter and to appeal to more than just the Wall Street set. With an address on Dutch Street and over-the-top amenities, it was fitting to create a campaign that drew from the Dutch heritage and inject it with trendy downtown Manhattan flair.

Artists and illustrators from around the globe were commissioned and art directed to produce original site-specific artworks, bringing the ideas of heritage, prestige and “home” to life. Works included common space murals, elevator cab walls, an iconic crest in the lobby, flooring tiles and more. These assets were then integrated into all marketing material with bold, unconventional imagery, reminiscent of the dramatic and editorial flair of lifestyle and fashion brands.