Virgil Abloh is youth’s most influential creative director. Nike launched their collaboration with Virgil through their new design project—The Ten—at the end of 2017. The 10 shoes are divided into two themes. The first, ‘Revealing’, is designed to look accessible: hand-cut, open-source and reconstructed. And the second, ‘Ghosting’, was designed with translucent uppers to further the idea of revealing and unite the second set of silhouettes through common material. Noë & Associates worked with the Nike team in Oregon to develop the identity and logo system for The Ten, create the inside-out packaging concepts, screen-printed vintage advertising shoe wraps and the brand guidelines for the project.

“What we’re talking about here is larger than sneakers, it’s larger than design culture… It’s nothing short of state-of-the-art design. These 10 shoes have broken barriers in performance and style. To me, they are on the same level as a sculpture of David, or the Mona Lisa. You can debate it all you want, but they mean something. And that’s what’s important.”

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.

“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.”

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.

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.

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

“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.”