Issuu on Google+

building brands. creating relevance.

theseventhart.com

NEW YORK 141 fifth 200 east 79 241 fifth 1212 fifth the Charles Christie’s international real estate DOWNTOWN BY PHILIPPE STARCK The plaza RIVERHOUSE THE SETAI, FIFTH AVENUE Strata at mercedes house TOMMY HILFIGER HOTELS

ATLANTA Mandarin Oriental

DALLAS THE HOUSE BY PHILIPPE STARCK

DOMINICAN REPUBLIC Aman REsorts

DUBAI TRUMP DUBAI

GENEVA No. 10

LEUKERBAD 51° SPA & RESIDENCES

LONDON BLAKES HOTEL

MIAMI ICON BRICKELL BY PHILIPPE STARCK the setai St. REGIS, BAL HARBOR

MONACO Tour odÉon

WASHINGTON, D.C. citycenter

See our interactive and film work at theseventhart.com

BUILDING BRANDS. CREATING RELEVANCE.

THE SEVENTH ART IS A MULTI-PLATFORM BRAND MARKETING COMPANY WORKING WITHIN DIVERSE FIELDS AND A VARIETY OF MEDIA. We bring a global Perspective to the process and merge it with our Expertise IN ARCHITECTURE, FASHION AND LIFESTYLE. WE SPECIALIZE IN CREATING VALUE BY BUILDING BRAND EXPERIENCES THAT ARE CULTURALLY AND TECHNOLOGICALLY RELEVANT.

141 FIFTH NEW YORK

141 fifth A classic building in the center of Manhattan that offers a great design renovation by Cetra Ruddy Architects. All branding, collaterals, 3d renderings, animation and website by the seventh art. Development by Savanna Partners. Sold out. www.141fifth.com

6 141 fifth

3D rendering by the seventh art

7

200 east 79 NEW YORK

200 East 79 This classically styled residential building is located in one of the most sought after locations in the Upper East Side. Situated between Central Park and the picturesque East River Promenade, 200 EAST 79 is in close proximity to boutiques, restaurants and cultural destinations. The building, by Cetra Ruddy Architects, has been designed with a range of amenities for comfort, convenience and luxury living. The 39 apartments of 200 EAST 79 have been carefully designed to be open, airy and elegant. A beautifully landscaped terrace surrounds residents in lush greenery and provides a respite from the rush of the city. www.200e79.com

12 200 east 79

sales office by the seventh art

13 200 east 79

241 FIFTH NEW YORK

241 Fifth Designed by ODA and developed by Victor Homes, 241 Fifth Avenue is a 20-story, 75,000 sf, mixed-use, new construction development located in the Historic district of Madison Square North. 241 Fifth Avenue is destined to be an exclusive landmarked address featuring 46 residential units with a unique curtain wall highlighting its downtown exposure. With sophisticated and contemporary design, this condominium residence will offer gracious living with 5,000 sf of retail located at the ground floor level. From the elegant residential lobby to the terraced duplex apartments

overlooking the Historic Flatiron District and Madison Park, amenities will include a rooftop terrace, screening room and gymnasium among others. Branding, collateral, content creation, website and advertising by the seventh art. www.241fifth.com

241 FIFTH Newspaper brochure

20 two forty one fifth

MADISON SQUARE PARK two forty one fifth

21

241 FIFTH 3d rendering

1212 fifth NEW YORK

1212 FIFTH 1212 Fifth Avenue was rebranded and repositioned for a highly successful sales campaign. The seventh art created a market analysis and recommended ways to breathe new life and vitality into the project. Advertising campaign, marketing materials and a complete sales office experience by the seventh art. www.1212FifthAvenue.com

28 1212 fifth

3D rendering by the seventh art

29 1212 fifth

32 1212 fifth

sales office by the seventh art

33

THE CHARLES NEW YORK

the charles by david collins Branding and collateral development for a condominium development located in New York City’s distinguished Upper East Side. www.thecharlesnyc.com

36 t h e c h a r l e s b y dav i d c o l l i n s

37 t h e c h a r l e s b y dav i d c o l l i n s

38 t h e c h a r l e s b y dav i d c o l l i n s

39

CHRISTIE’S NEW YORK

Christie’s international real estate A truly unique piece, this special brochure highlights a selection of vineyards located throughout the world. With a Chinese translation, this Vineyards brochure creates a targeted sales approach for Christie’s International Real Estate and its Affiliates. www.christiesrealestate.com

CHRISTIE’S INTERNATIONAL REAL ESTATE Brochure detail

downtown NEW YORK

downtown by phillipe stark This project was a game changer for downtown New York and the first luxury high-rise condominium on Wall Street. Working closely with Starck and Yoo, the seventh art adapted the renown Starck brand to the 42 story high, 382 apartments existing building, which faces the Stock Exchange. The sales office collateral and content creation resulted in an enormous success.

the plaza NEW YORK

THE PLAZA With 1.6m annual visitors to the www.theplaza.com website, the seventh art can definitively say this has been a great success. Since 2009 the seventh art has not only been the web marketing partner to The Plaza, but has continued to represent the hotel brand and its residences through the marketing and branding of its pied-Ă -terre residences. All collateral, photography, and web by the seventh art. www.theplaza.com

THE PLAZA Brochure detail

50 the plaza

photography by the seventh art

51 the plaza

RIVERHOUSE NEW YORK

Riverhouse The seventh art was the brand and creative steward for Riverhouse since it’s initial launch. Most recently, the seventh art was approached by the financial partners to rebrand and reposition the project to make it competitive in this new economy. Since then, over 96% of the residences have sold. Brand update, collateral and web by the seventh art. www.the-riverhouse.com

THE SETAI NEW YORK

THE SETAI, 400 FIFTH AVENUE Formerly known as The Setai, New York, this property designed by Gwathmey Siegel and Das Concept has been noted for the tower's unique profile, a new style of fenestration and world-class views. Print collateral and branded photography by the seventhart. www.400fifthavenue.com

STRATA NEW YORK

STRATA at Mercedes House “A step above the rest.” Strata at Mercedes House offers 160 rental units located on the 10 most upper floors in one of Midtown’s most prestigious buildings. We have developed branding and marketing materials in association with Invesco (New York), Bozzuto (Washington, D.C.), and Enrique Norten of Ten Arquitectos. Homes have private outdoor spaces with vibrant city and Hudson River views. Strata residences are encased in a modern glass structure offering unobstructed views of the Hudson River. Located in Manhattan’s aptly named "Hell’s Kitchen,” home to some of the city’s hottest

restaurants and bars, Strata at Mercedes House joins an elite group of buildings which has redefined a neighborhood. In keeping with Strata’s visionary design, it has been built to achieve LEED Gold status -- not only architecturally innovative, but designed with the future in mind. www.stratany.com

64 s t r ata at m e r c e d e s h o u s e

65

STRATA Photography

tommy hilfiger NEW YORK & europe

TOMMY HILFIGER HOTELS Tommy Hilfiger’s approach to a hotel experience is, quite simply, an American lifestyle hotel modeled after the heritage of estate living. A Tommy Hilfiger Hotel is infused with and defined by Tommy’s passion for art, fashion, music and entertainment. The seventh art designed the interiors, programmed all the spaces, developed the service philosophy, and the branding and marketing platforms for the Hilfiger Hotel & Residences. All photography, film, 3d renderings, web and print were created by seventh art, and included pre-development consulting, interior design, marketing, and branding.

hotels

70 tommy hilfiger hotels

71

72 tommy hilfiger hotels

3D rendering by the seventh art

73 tommy hilfiger hotels

TOMMY HILFIGER HOTELS Brand book

BRANDING NAMING | BRAND DNA | VISUAL IDENTITY | BRAND STORY

BRANDING AND DESIGN ARE INSEPARABLE. THE SEVENTH ART HAS PLAYED A SIGNIFICANT ROLE IN THE CREATION OF BRANDS INSPIRED BY ICONIC ARCHITECTURE. BRANDING BRINGS AUTHENTICITY TO A PROJECT, JUST AS THE PROJECT BRINGS LEGITIMACY TO THE BRAND. IT IS A CRITICAL COMPONENT OF ANY HOSPITALITY OR REAL ESTATE ENTERPRISE – GIVING IT COLOR, MOOD, AND ULTIMATELY, LIFE.

IT IS INGRAINED IN EVERYTHING WE DO.

MARKETING RESEA RC H | I NS I G HTS AND OUTLOOKS | POSITIONIN G

COMBINING A BACKGROUND IN ARCHITECTURAL AND URBAN DESIGN WITH OVER 15 YEARS OF EXPERIENCE IN THE REAL ESTATE WORLD, THE SEVENTH ART HAS BEEN ABLE TO CAPITALIZE ON DISCERNING INSIGHTS INTO ARCHITECTURE, DESIGN, AND AUDIENCES. WE INTERVIEW SALES AND DEVELOPMENT TEAMS, WALK THE NEIGHBORHOOD, AND RESEARCH TRENDS. WE MEET THE ARCHITECTS, UNDERSTAND THEIR DESIGN INTENT AND THE LIFESTYLE THEY ENVISION. THIS IMMERSION AND INTERACTION GIVES US THE TOOLS TO CRAFT UNIQUE STORIES.

IN OTHER WORDS, WE CREATE RELEVANCE.

ADVERTISING SOCIAL MEDIA | PRINT | SALES ENVIRONMENTS | COMMERCIAL S | WEB

Advertising takes many forms, and we tailor each campaign to optimally Position brand messages within their respective mediums. From ad Campaigns to social Buzz, the message must Be clear and memorable. The aim is originality. Each project demands a Complete rethinking of prior assumptions. We work with our clients, their PR and sales teams to curate campaigns that meet the fluctuating changes in the market.

We take the pulse of the streets everyday.

CONTENT CREATION F I L M | P H OTO G R A P H Y | 3 D V I S UA L I Z AT I O N | I N T E R AC T I V E | P R I N T | W E B S I T E

TO ENSURE BRAND CONSISTENCY, OUR BRANDING TEAM WORKS CLOSELY WITH OUR CONTENT CREATION DEPARTMENTS TO GUIDE AND OVERSEE PRODUCTION. FROM MOVIES TO 3-DIMENSIONAL RENDERINGS, PHOTOGRAPHY TO WEBSITE DESIGN, BRANDED SALES ENVIRONMENTS TO COFFEE TABLE BOOKS, ALL MEDIUMS ARE POSSIBLE. WHEN WE HEAR ABOUT NEW TECHNOLOGIES THAT WOULD POTENTIALLY ENHANCE A SALES EXPERIENCE, WE DIVE RIGHT IN. COMMUNICATION TECHNIQUES ARE EVOLVING AND SO ARE WE.

THE MESSAGE STAYS ON BRAND. ALWAYS.

Mandarin oriental Atlanta

MANDARIN ORIENTAL, ATLANTA The seventh art has worked with many luxury hotel operators, and the exquisite detail and service offering of the Mandarin Oriental is certainly one of the best. We had the pleasure of interpreting the brand into a residential experience, and out of this, we developed an over-sized coffee table book that was designed in the Mandarin look and feel, produced a media-rich website experience and produced the advertising campaigns. www.moresidencesatlanta.com

86 m a n da r i n o r i e n ta l , at l a n ta

photography by the seventh art

87 m a n da r i n o r i e n ta l , at l a n ta

MANDARIN ORIENTAL, ATLANTA Photography

THE HOUSE DALLAS

THE HOUSE BY PHILIPPE STARCK A residential project in Victory Park, Dallas. Inspired by the Philippe Starck look and feel, the seventh art produced a branding identity unique to the House, 3d renderings, website, film, interviews, sales office and ad campaign. www.thehouse.com

THE HOUSE BY PHILIPPE STARCK Brochure detail

AMAN RESORTS PLAYA GRANDE

AMAN RESORTS, PLAYA GRANDE Alongside a golf course in the lively Samana Peninsula, Dominican Republic, Aman Resorts overlooks the sea. The Aman Resorts presents an exquisite series of villas designed by London-based architect, John Heah. www.amanvillaspg.com

AMAN RESORTS, PLAYA GRANDE 3d rendering

AMAN RESORTS, PLAYA GRANDE 3d rendering

isla moda dubai

ISLA MODA, DUBAI Isla Moda pre-development consultation, which included a high-end 900,000sf mixed-use development, (residential, hotel, retail) required an enhanced strategy by an experienced team partner. This included a thorough analysis of the existing conditions (site, program, architectural concept design, density, market conditions, marketability, legal conditions, underwriting,etc) and a new development strategy. RFP and architect selection (Chad Oppenheim) by the seventh art.

TRUMP DUBAI DUBAI

TRUMP DUBAI A visionary tower at the heart of Dubai's Palm Island. The seventh art was appointed the global agency of record and oversaw the branding, marketing, advertising, and creative execution for the project.  In addition, the seventh art managed all global media, PR and production teams. The global launch took place in New York City, followed by a Los Angeles media event with VIP selling events in the UAE in collaboration with Nakheel PJSC and the Trump Corporation.

N 10 o

GENEVA

N o10 Located in the most soughtafter neighborhood in Geneva, No. 10 will be transformed into a grand duplex on the top floor and single residences on each of the lower floors. Having worked with some of the most luxurious residential properties in the world, the seventh art was able to bring its expertise in this market and create a brand that spoke to the highly affluent while developing rich and compelling creative that emanates richness and superlative living.

110 n o . 10 g e n e va

111

51째 SPA RESIDENCES LEUKERBAD

51째 SPA RESIDENCES Situated in the Swiss Alpine village of Leukerbad, 51째 Spa Residences consisted of 70 hotel residences operated by a world-renowned 5-star hotel brand and ten private luxury residences with in-home access to the thermal waters of the local springs. The seventh art oversaw the production and creative imagery for the branded film and photography showcased at its private VIP launch. www.51degrees.ch

BLAKES HOTEL LONDON

BLAKES HOTEL In collaboration with the pre-eminent Anoushka Hempel on her first boutique hotel, Blakes Hotel was conceived as an elegant showcase of a wonderful variety of interiors. The seventh art effectively rebranded the Blakes brand and also delivered a fully functional reservation system. www.blakeshotels.com

icon brickell Miami

Icon brickell by philippe starck The seventh art was hired to visualize the Yoo/Philippe Starck/Arquitectonica vision for two 50 story buildings, and a Viceroy Hotel and Residences building. The visuals were extensively used during pre-sales of the project and the renderings showed the two-acre outdoor sanctuary with its 300-foot-long pool, the fireplace and the chess game area.

THE SETAI MIAMI

THE SETAI The seventh art has been there since the beginning, at the earliest concept stages, when the idea of an Asian-inspired hospitality experience had not yet been conceived. The seventh art developed and managed the concept, naming, branding and club programming to realize this distinct brand. Since then, the seventh art has worked on the Setai Miami, and New York City's Downtown and Uptown locations. www.setai.com

120 t h e s e ta i , m i a m i

121 t h e s e ta i , m i a m i

St. REGIS

BAl harbour, MIAMI

St. REGIS, BAL HARBOUR In parallel to work done for the St. Regis New York, San Francisco and Anguilla, the seventh art was commissioned to announce St. Regis Bal Harbour. Beachside living across Bal Harbour retail, casting a guest in a surrealistic world to craft a memorable statement. A world of fashion mixed with extraordinary lifestyle. www.stregisbalharbourresidences.com

TOUR ODÉON MONACO

TOUR ODÉON Alexandre Giraldi, Monaco’s most important and influential architect, alongside Alberto Pinto, interior architect, created a truly luxurious masterpiece overlooking the sea and principality. The seventh art realized the artistic vision of these masters through inspired branding and marketing of these private residences in the tallest tower yet in Monaco. The completion of the tower is planned for the second half of 2014. Tour Odéon will set a new standard in residential living by offering 70 exceptional apartments, two duplexes and a unique penthouse, all equipped with luxury service. Tour Odéon offers a unique opportunity to live in the ultimate home. www.odeon.mc

126 t o u r o d ĂŠ o n , m o na c o

127 t o u r o d ĂŠ o n , m o na c o

citycenter washington, d.c.

CITYCENTER In association with Hines and Norman Foster, the seventh art provided pre-development consulting, design of the sales center, marketing, branding, content creation and creative. The Residences at City Center bring the ease and sophistication of modern city living to the heart of Downtown Washington. Designed by internationally renowned architecture firm Foster + Partners, the 216 condominiums feature the signature hallmarks of their design including light-filled modern interiors, natural colored materials, and collaborations with quality manufacturers for custom designs.

Every residence is crafted with high quality, custom details and environmentally responsible materials that offer thoughtful living in a modern environment. www.residencesatcitycenterdc.com

ABOUT US The seventh art is an independent creative agency with its home office in New York City and affiliate offices in Switzerland, U.K, India, U.A.E and China. Michel Mein, CEO and Licensed Architect, with a degree from M.I.T in Urban Design, brings unique expertise to the world of development. As a professor at Columbia University, he focused on real estate, hospitality and marketing in the world of design.

SPECIAL THANKS The seventh art would like to thank the following people that have greatly contributed to the work produced here over the years: Blaire Alfonso • Amr Banaja enholtz

Sally Bianchini

Matthew Barnes • James Benard • Richard Ber-

Jacques Borris

Donna Bunte

Jennette Cheung

Soyeon Chung • Itamar Cohen • Cesare Costanzo • Adrian Davidson • Emile de Neree • Barbro de Neree • Christian Ericsson • Spilios Gianakopoulos • Delphine Guenin • Sammy Harari • Mayuko Hari • Craig Harvey • Seulgi Ho • Su Hong • Toshiaki Ide • Lindsay McGinn • Christine Montalvo • Trevor Murphy • Ryan Nelson •

Nicole Oge

Jorge Pardo

Monique Roeder

Aaron Phillips

Cassandra Seale

Doug Pillow

Stephen Shohl

Patty Rockmore

Emmanuelle Slossberg

Chuanda Tan • Rinze van Brug • Rebecca van de Sande • Brian Watson garet Wiatrowski

David Williams

Adrienne Young • Pedja Zdravkovic

Gabriel Winer

May Wong

Mar-

Sarah Yoo

CONTACT MAIN OFFICE T: +1 212 431 8289

NEW YORK

LONDON

120 Wooster Street New York, NY 10012 United States of America T: +1 212 431 8289 E: mmein@theseventhart.com

Hertford Street Suite 1 London W1Y 7RZ Tel:+44 7831 210 300 E: info@theseventhart.com

GENEVA

SHANGHAI + HONG KONG

20 Rue Philippe-Plantamour 1201 Geneva Switzerland T: +44 22 799 44 05 E: info@theseventhart.com

Suite 306, Tower1, 751 South HuangPiRoad Shanghai 200025 China T: +85254882766 E: info@theseventhart.com

DUBAI Office Suite 301 Cluster G Dubai Arch Tower, Jumierah Lake Towers, Dubai, United Arab Emirates T: +971 50 6561792 E: info@theseventhart.com


The seventh art : Branding and creative studio, New York