Rising above one of Manhattan’s most storied thoroughfares, 520 Fifth Avenue brings together residences, offices, and a private members’ club within a single vertical community. Developed by Rabina and designed by James von Klemperer of Kohn Pedersen Fox, the 1,000-foot tower mixes a contemporary silhouette with an arch motif that recalls the dramatic architecture of New York’s Club Row. Interiors by Vicky Charles of Charles & Co. balance luxury with a sense of warmth and domesticity. 

In crafting 520 Fifth Avenue’s visual identity, Pentagram took inspiration from the arches that cover its facade. Matt Willey created separate (but complementary) logos for the residences and offices, and a third unique identity was produced for Moss, the members’ club at the building’s base. Pentagram developed the tagline “The center of the center,” nodding to the structure’s location in the middle of Manhattan and strategically positioning it as the center of one’s daily life, with opportunities to live, work, and play.

520 Fifth Avenue’s residential marketing materials span every touchpoint, from a comprehensive brochure and website, to packaging, to floorplans and advertising. The color palette leans neutral, while the typographic system is restrained and refined; both provide clean, elegant backdrops to emphasize the residences’ luxurious offerings. 

The identity for the workspaces employs a slightly different palette, adding a rich plum taken from the interiors’ Italian marble accents. To unify the project, both sectors use the same typefaces. Pentagram also designed a bespoke leather folder embossed with the offices’ circular logo to serve as collateral housing; it doubles as a tablet case. 

Pentagram worked closely with Binyan Studios to art direct renderings that highlight the building’s architecture, interiors, and amenities. In lieu of traditional neighborhood photography, Pentagram commissioned renowned photographer Pari Dukovic to capture his vision of Midtown Manhattan. The resulting images evoke the atmosphere and cultural energy of the area, and lend the campaign an editorial quality. Dukovic’s photographs appear throughout the marketing collateral — and were published as an art book and series of postcards that Pentagram designed.

Dukovic’s images are also showcased in the 520 Fifth Avenue sales center, which Pentagram conceived and developed alongside Rabina and Corcoran Sunshine. Inside, a gallery wall juxtaposes historic photographs with architectural sketches and renderings. Pentagram designed a sculptural wall map showing the building’s location in the center of Manhattan, and conceived and art directed a video marketing 520 Fifth Avenue to prospective buyers.