The Bryant

When sales activity at their premiere luxury building hit a significant slowdown, HFZ turned to IF Studio to infuse personality and humanity into the iconic David Chipperfield–designed building, which had been marketed purely on product and architect. We created a brand-new, sophisticated marketing campaign and collateral that placed a graceful couple in the context of the space, inside and out. Special attention was given to integrating the materiality of the signature terrazzo with the wardrobe and attitude of the models and imbuing the building with a sense of elegant lifestyle. Sales of the property immediately responded with a 20 percent increase.