111 WEST 57TH STREET

The brief was to create an experience that epitomises luxurious design and functionality - a highly elevated ‘story-telling experience’ that would appeal to the ultra-high net worth audience and drive lead generation. Everything about this building is ‘big’ from being one of the tallest skyscrapers in Manhattan to the super opulent interiors and horizon high ceilings we needed to communicate craft, luxury and scale throughout the experience from the design language to the interactions.

Echoing the natural, organic curves of the terracotta cladding on the building’s exterior and the opulent Art Deco details within, we sought a type palette that would balance heritage with modernity. Teodor was chosen as the primary typeface — its elegant, almost calligraphic serif forms mirror the building’s refined architectural details. To complement this and capture the building’s contemporary, innovative spirit, we selected Neue Haas Grotesk Text Pro for its clean, geometric design. Its extensive family also made it ideal for all UI applications.

We set out to create a confident, modern, and elegant expression that would do justice to the building. Inspired by its distinctive stepped profile, we translated this into offset page compositions and interaction design — with each module stacking seamlessly to create a sense of rhythm, depth, and architectural balance.

Our approach to motion was purposeful and understated, favouring smooth, considered transitions and refined micro-interactions throughout the site. Every detail was designed to feel effortless, evoking the same sense of luxury, craftsmanship, and precision that defines the building itself.

Continuing the design philosophy of elevated storytelling, we aimed to highlight content that celebrates the progressive design and craftsmanship behind the building. Our goal was to inspire and excite the audience while reinforcing the building’s sense of exclusivity and rarity.

The content explored the building’s rich history and its celebration of the golden age of skyscrapers, its innovative architectural vision, and the craftsmanship and meticulous attention to detail expressed through the interior design. It also showcased the world-class amenities and the unmatched location at the heart of Manhattan.