A new architecturally significant condominium in Downtown Brooklyn, 11 Hoyt is the first residential project in New York City from Studio Gang and its founder, MacArthur fellow Jeanne Gang. 11 Hoyt’s identity is a synthesis of Studio Gang’s architecture, the Michaelis Boyd designed interiors, and the landscaping by Hollander Design. Pentagram designed the brand identity, marketing campaign, website, and environmental design of the sales gallery, working closely with the project’s design teams as well as Tishman Speyer and Vanke, development partners of the building, and Corcoran Sunshine Marketing Group.
The exterior has a distinct scalloped façade that creates bay windows in the apartments throughout the tower which reference the classic bay windows found in the nearby Brooklyn Brownstones. The green roof of the podium has been designed by Hollander Design into a nearly full acre private park for residents that connects to the building’s nearly 55,000 square feet of indoor and outdoor amenities. The interior design by the Michaelis Boyd team is rich and warm, capturing the eclectic nature of Downtown Brooklyn. The textures and color palette serve as a surprising foil to the cool modernism of the building’s exterior.
The brand identity centers around a contemporary sans serif wordmark that echoes the building’s slender, vertical form. The identity is infused with a rich color palette, evocative of the Michaelis Boyd interiors, and saturated watercolor washes for textural intrigue. Pentagram worked alongside frequent collaborator, architectural writer Raul Barreneche, to craft the strategic positioning and supporting messaging for the project. The positioning places the all-star design team at the forefront, reflected in the tagline “Global design, rooted in Brooklyn.”
The Pentagram team designed a comprehensive suite of print materials to support the marketing and sales efforts, which have been notably successful as 11 Hoyt was NYC’s top selling condominium in 2019. Included are a linen-wrapped clamshell box featuring a foil-stamped logo, interior pocket to house floor plans and neighborhood guide, and a primary well to hold brochures. A series of mixed media works were commissioned from Copenhagen-based artist Berit Mogensen Lopez. A series of bags were also produced featuring Mogensen’s works. Pentagram also commissioned photography duo Paola + Murray to document the surrounding neighborhoods of brownstone and Downtown Brooklyn. The website is a comprehensive digital experience of the marketing campaign of the project, embodying the eclectic nature of the brand while feeling light and easily navigable for potential buyers.
Pentagram also provided environmental design services for the 11 Hoyt sales gallery. The Pentagram team helped develop the sales experience path to clearly convey the project story. The static components designed for the space include exhibition-like installations to convey the concept of the scalloped façade and bay windows, the story of the design team, and material trays for finish palettes across interior amenity spaces. In collaboration with AV&C, Pentagram also designed the user experience and interfaces for digital installations in the space including a gallery wall of mounted screens in the entryway, a digital touch table, custom touch screens on scale models, projection mapping on a neighborhood model, and iPad interfaces for use in private sales rooms.
Pentagram also commissioned London-based fine artist Barnaby Hosking to install his light sculpture Thoughts (Butterflies) in the sales gallery, a subtle nod to the plantings in 11 Hoyt’s park meant to further attract Monarch butterflies to the site as they complete their migration through Brooklyn.