100 Barrow is a new residential building in the West Village developed by Toll Brothers City Living and designed by Barry Rice Architects. Located on the same cobblestoned block as the Barrow Street Gardens and Saint Luke in the Fields church and school, the 12-story building occupies an idyllic spot within Manhattan’s oldest landmark district.

As this area of the city rarely sees new developments, the strategy for the design was to take visual cues from the surrounding architecture and neighborhood that were then used everywhere from the facade through the brochures. Pentagram was brought in to design the identity along with all of the marketing collateral, digital presence, sales office, and bridge signage.

The designers created an elegant visual system for the building that incorporated custom illustrations by Liam Wales throughout the informational materials. The Saint Luke in the Fields gardens, being right next door, were woven in through details such as floral covers for brochure sections and dried flower vignettes in the sales office.

The overall story told through the architecture and visual identity is one that honors the heritage of the block while communicating the sense of style and luxury Toll Brothers’ projects provide. All 33 units are now sold out.