Noë & Associates
400 Lake Shore Drive

A New Icon for Chicago

A city is defined by the ambitions of its people—what they aspire to, what their ideals are. Chicago has always reached for the highest; in the arts, industry, sport, commerce and architecture. That is how it became America’s first metropolis, and its foremost architectural city. 400 Lake Shore Drive is set to define Chicago for a new era. Situated where the city began, where the Chicago River meets Lake Michigan, on arguably the last premier waterfront development site in North America, this exclusive residential building represents a major urban achievement.

The project was envisioned by Related, the most prominent developer in the US, and Skidmore, Owings and Merrill, led by architect David Childs, the firm that gave Chicago the Willis and Hancock Towers and the world the Burj Khalifa and One World Trade Center. Trusted to create the brand, positioning and all narrative for the project, Noë & Associates are proud to be the guardians of this seminal project’s communications.

Scope: Brand Strategy, Identity, Guidelines, Photography, Art Direction, Copywriting, Renders, Animations, Film.

400 Lake Shore Drive consists of two dynamic towers with cascading, changing facades—shifting and shearing to over 800 feet into the sky. They form a visual gateway between the dynamic verticality of the skyline and the sublime horizontality of Lake Michigan.

Next project: Nike

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