Noë & Associates
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Waterline Square

Introducing a New Place in New York City

Featuring a staggering ensemble of design talent across three towers on the Hudson River, and positioned around a lush new 3 acre park, Waterline Square represents an unprecedented approach to urban living. Perfectly situated where Midtown meets the Upper West Side, the 2.2 million square foot condominium mega-development is located on one of the last remaining waterfront sites in Manhattan, between West 59th and West 61st Street.

Waterline Square completes the historic transformation of Riverside Boulevard that has spanned more than two decades on Manhattan’s Upper West Side. With a total of 263 condominiums, starting on or above the 20th floor of each building, residences will offer river, park and city views and benefit from over 100,000 square feet of amenities.

Scope: Brand Strategy, Identity, Guidelines, Advertising, Literature, Stationery, Renders, Animations, Film, Photography, Art Direction, Copywriting, Sales Gallery Design, Marketing Software, Production.
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Sales Gallery

“We wanted to do something that has never been done before. For us this vision is not just words. It has real substance behind it. We are creating a new way for people to live.”

James Linsley, President GID Development Group
Rethink How You Live

The development of this brand was about real place-making. Creating the identity and name around a new city park was inherently appealing. The square marque celebrates the geographical positioning, the collaboration and the seminal architecture of the project that creates three sculptures around a centrally connected park. The challenge was to create a brand and communications platform that told the complex story of a developer, three architecture firms, four interior designers and a landscape architect in a simple, informative and beautiful way.

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Boutique Bag and Clamshell Presentation Box

An elegant clamshell presentation box was one of a variety of printed pieces created for the project. A custom drawer mechanism housed several pieces of key collateral allowing the clients to engage with the brand in their own time and learn more about the concepts, the different choices, the neighborhood and the 100,000 square feet of amenity spaces. Subtle embossings, screen printed edges, foiled typography and a range of tactile paper options created a premium experience for offline engagement.

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Printed Collateral

“Waterline Square is New York’s fastest-selling development. The complex, created by AD 100 architects and interior designers, is already scoring stunning sales.”

Brook Mason, The Wall Street Journal
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Press Wallet and Stationery
Art Direction

In addition to the films, documentary, static and animated renders developed in-house for the project, Noë & Associates commissioned several still-image makers to forge engaging content. This included Christopher Anderson who created portraiture of the entire creative and development team. And—inspired by the relationship between nature and architecture, park, water and city—Kat Irlin, Ruvan Wijesooriya and Katherine Wolkoff captured the surrounding environments and neighborhood, emphasising the natural light and beauty in everyday moments.

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“This mega-development offers one of the most comprehensive lifestyle experiences ever conceived in New York, and Waterline Square is undoubtedly one of the most anticipated openings of 2017.”

Kelly Kennedy Mack, President of Corcoran Sunshine Marketing Group
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Sales Gallery Interiors
The Experience

The most encompassing experience of the brand is at the on-site sales and marketing gallery. The design was developed in collaboration with interior designers Eight Inc and software partners Property Platform. Noë & Associates worked with the team to design all of the branding, signage, content, model integrations and digital installations within the space to create an elegant narrative and refined displays—tools which allow the sales agents to present the scheme in a compelling, nonlinear way.

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Next project: Gabellini Sheppard

Simplicity of Form