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.

Noë & Associates was commissioned to design the brand and signage for Domino Park, a new 5-acre park in Williamsburg, on the site of the former Domino Sugar refinery. The park, developed by Two Trees and designed by James Corner Field Operations, restores access to the waterfront, and features a new Danny Meyer taco stand ‘Tacocina’, a volleyball court, dog run, and playground. The backdrop of the park nods to the history of the refinery by incorporating its industrial remnants, including a syrup collection tank and 80-foot high gantry cranes.

The Domino name, retained from the site’s heritage, was used as inspiration for the park’s symbol and visual language. A tree icon, often used in municipal park branding, was made from the dot grid seen in domino tiles. A supporting typographic palette and wordmark were informed by stencil lettered signage found in the factory. The typeface, Ano Stencil, is a contemporary take on of this style of typography and was chosen to have synergy and balance with the Domino tree symbol as well as reinforce the symbol’s utilitarian, industrial quality. Both symbol and typography can be hand stenciled or punched out of materials.

Domino Park Will Redefine the Williamsburg, Brooklyn Waterfront