# A New Icon for Chicago

> Luxury Residential Marketing Agency Noë & Associates worked on the Brand Strategy, Identity, Photography and Art Direction for 400 Lake Shore Drive, envisioned by Related, as well as Skidmore, Owings and Merrill, led by architect David Childs.

- Client: 400 Lake Shore Drive
- Services: Design, Content, Production, AI & Innovation
- Sectors: Architecture
- Locations: The Americas

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.

400lakeshorechicago.com

Render © Noë & Associates

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.

Video documenting SOM's vision for 400 Lake Shore Drive

Brand Guidelines

Website

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Source: https://noeassociates.com/projects/400-lake-shore-drive
Site: Noë & Associates