Mother Design has designed an identity and “experiential” sales environment for a luxury residential development designed by the late Zaha Hadid.
520 West 28th, located in Chelsea, New York, is the architect’s first permanent building in the city, and consists of 39 luxury apartments.
The consultancy has collaborated with Zaha Hadid Architects to deliver the sales experience in a “gallery” format, which aims to transform potential buyers into “collectors,” who are purchasing the work of a “world renowned artist.”
“Artistic, progressive and luxurious”
Potential buyers are invited to experience “artistic touchpoints”, which showcase Hadid’s unique architectural vision.
The entrance includes past models of the architect’s notable achievements, with an interactive touch-screen placard detailing information about each project, and photos documenting their importance.
Mother Design’s “progressive” sales experience continues by inviting buyers to enter a darkened theatre, which shows an immersive film about Hadid’s legacy and the building itself.
The concept continues by revealing a set of hidden doors, which open to reveal a fully furnished apartment. A dining table inside also includes an interactive digital surface to explore the building’s details.
The project also includes a graphic identity, residence book, business cards, floorplans, monograph and sales website.
The printed material features a monochromatic palette, which aims to revere Hadid as a “hero,” and celebrate her artistic process of building stark white paper sculptures at the start of each project.