High Luxury. Simple Style.

Art Direction // Designer
@New World Group

150 E. 72nd Street is a luxury residential building  located at one of the most prestigious addresses in New York City. This 100 year old building was completely re-envisioned by the developer to incorporate the original architecture and grand historical tradition with the modern conveniences and amenities of the Upper East Side profile. Our challenge was to create a brand that was in alignment with these initiatives; creating a simple and understated identity that still held true to the history of this groundbreaking collection.