Alvaro Siza’s architecture has been fittingly described as ‘poetic modernism’, with the Pritzker Prize jury noting that ‘his shapes, molded by light, have a deceptive simplicity about them; they are honest’. With profound clarity and a forward-thinking vision, 611 West 56th Street proves quality, not quantity, is indeed more. Our brand and marketing materials for Alvaro Siza’s first ever USA project very much reflect this ethos, which are all encapsulated in the sales gallery. Designed for developers Sumaida + Khurana and LENY, with interior designers Gabellini Sheppard, the experience offers a calm respite from the buzzing city outside.

“Our collaborator Álvaro Siza has designed a building that we hope will be viewed as an elegant and timeless stone monolith, reflective of the quality and purity of design that defines his work.”

“Since behind my building I had a big black black tower, I thought that to reinforce this vertical line, I should make it white.”

Developers Sumaida + Khurana think that many New York development tends to be about excessive gestures, extravagance over elegance, and developers have a tendency to focus on the transitory versus the timeless. The goal with their projects is very much the opposite of that. “We care about detailing, and about creating something refined and understated — architecture that stands the test of time”, Amit Khurana. This refined and understated sensibility permeates through all of the materials and experiences designed for 611 West 56 Street. The subtle palette of warm grey and white was referential of the Perla Bianca limestone façade with granite base. The materials also express the structure’s slender sculptural profile which has been envisioned as a striking white volume, a monolithic form, a sculptural masterpiece by one of the greatest living architects of our time.

“Siza brings with him a singular level of care and craft rare to the profession, especially today — and even more on the New York stage, which is increasingly dominated by glass-and-steel skyscrapers.”

“The concept of simplicity, the notion of utility, and how both of these create a world of comfort and pleasure. It’s this idea of how you take architectural space and create an emotional response.”

“Architecture contains sculptural elements, and also has many other relations — with music, with cinema, with literature. In architecture, there are convergences of different forms of art.”

In a city of a million stories, few have been as compelling as those lived in the Waldorf Astoria. A globally renowned icon, it has been a beacon of timeless glamour and luxury for over a century. Following a total restoration from sidewalk to spires, this coveted landmark will offer the unique opportunity to own a private condominium residence in one of New York’s most legendary buildings. Following the purchase of the hotel in 2016 – the most expensive in history – Noë & Associates were appointed to create the brand strategy, visual identity, all content, production and global marketing campaign for the development. Four years later in 2020 a comprehensive brand strategy and marketing campaign brings the project to life.

“There is an awesome responsibility that comes with restoring such a timeless part of New York’s and the world’s cultural fabric. The Waldorf Astoria will always be an American icon.”

“The difficult immediately, the impossible takes a little longer.”

When researching the Waldorf Astoria and meeting architects of the restoration, Skidmore, Owings & Merrill, it was discovered that the unique facade of the building is composed of brick especially made for the hotel in 1929 called Waldorf Grey. Part of the restoration is a complete cleaning of this brick bringing it back to its original grandeur and colour. We obtained a sample of the brick and working with English paper specialists GF Smith and James Cropper paper mill developed a unique ‘Waldorf Grey’ colour and manufactured seven tons of fully recyclable and biodegradable, FSC certified paper just for the project. The paper has a unique embossing texture also and is a constant celebration of the craft, attention to detail and the uniqueness of the building.