Vanity Fair calls it the most successful apartment building in the history of the world. Pentagram created the identity, print promotional campaign, signage, and environmental graphics for Fifteen Central Park West, the new luxury apartment building developed by Zeckendorf and designed by Robert A.M. Stern. The renderings and website were created by dbox.
Pentagram was brought in when the building was little more than a hole in the ground, working with the developers and architects to create a compelling image that allowed the developers to sell $2 billion worth of apartments. Markedly different from the glass towers that are ubiquitous in New York's current development boom, Fifteen Central Park West is a prewar-style building, clad in limestone that is reminiscent of the classic buildings on the Upper East Side. The print promotion helped make the building-in-progress feel properly substantial. Designed as a portfolio of several individual booklets, each devoted to an aspect of the development—The Building, The Views, The Park, The Collaboration, The Services, along with the relevant floor plans—the package created a portrait of what it would be like to live in the city's newest residential landmark. Like the building, the promotional brochure appeals to a sense of old New York and is filled with elegant renderings of the building and its interiors by dbox, lush photographs of the park and neighborhood by Richard Berenholtz and evocative copy by Amy Goldwasser.
