New Work: 166 Perry Street

Launching this month: the opening volleys of Pentagram’s campaign for 166 Perry Street, a new luxury condominium designed by Hani Rashid and Lise Ann Couture at Asymptote Architecture.

The building’s unique facade is designed to take advantage of the light, air and space of New York’s West Village, transforming dramatically throughout the course of the day and in the changing seasons. Pentagram’s look and feel for 166 Perry exploits this characteristic, and carries it into the building’s website, designed by Flat. The campaign will also include direct mail pieces, brochures, advertising and a sales office. The 166 logo is based on a modified version of Peter Bilak’s beautiful typeface Fedra Sans.