Global Media Strategy
One57 is a 90-story high-rise at 157 West 57th Street. Upon completion, it became one of most exclusive residential buildings in Manhattan. Despite natural anticipation leading up to opening, the developer had ambitious sales goals within the first months of opening with a desire to create buzz and publicity around the exclusivity of the building.
In order to entice the world’s most affluent real estate buyers and reach sales goals, The Brandman Agency led with a strategic approach targeting key US and international publications in addition to hosting VIP launch events and top-level brand alliances. The Brandman Agency organized major media and broker events, helping drive interest among real estate brokers and media from across the globe.
The distinctive tiered façade features “ribbons” of curved glass that give the building a fluid dynamic quality. “It is important to create something unique,” says Christian de Portzamparc. “I wanted to design a building that went through a metamorphosis from dawn to dusk, manipulating sunlight as it strikes the building at certain angles.”
– Financial Times How to Spend It, March 23, 2012
The media and broker events and strategic communications activity leading up to opening, led to ONE57 selling 60% of its inventory prior to completion in addition to feature-length pieces in Wall Street Journal, FT: How to Spend It, The Financial Times, Flair, Wish (Brazil), Worth and The New York Times.
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