all images courtesy of HSU

Watch Related Companies - 520 West 28th "Sales Gallery"

Zaha Hadid’s “520 West 28th” is her first residential project in New York City, located in the notable West Chelsea neighborhood. The developer of the project, Related Companies, in collaboration with HUSH, is a creative agency presented an innovative experience for the property’s sales and marketing gallery. HUSH upgrades a guest experience punctuated by physical and digital design details with layout, narrative content, digital interfaces, sound and technology activations. Every move was intended to translate the power of architect-as-artist and the appeal of living inside a work of art.

This can be seen an alternative modelof real estate companies that increases sales in the market. With this interactive tool, buyers are enveloped within customizable digital content, including an original animated film HUSH produced about Hadid’s process, the building’s site, and the core gestures of the design and all narrated by Hadid herself.

With choreographed sound and lighting transitions, buyers move into a lounge space featuring an interactive table to explore a mass of content through an unconventional, extra-large interface. From start to finish, the architect’s distinctive artistic vision for luxury living guides guests through an unforgettable journey.

"Purchasing real estate is both practical and emotional," Gregory Gushee, executive vice president of the Related Companies, says. "After leaving our sales gallery, we hope that visitors have been inspired by the presentation and feel an emotional connection to the property." 

pick the interior images from the largest screen

feel yourself interior of the building

"A great sales experience delivers critical marketing information, but also delivers the 'in between'—the intangible value of the building, the power of brand, the caliber and legacy of the architect, the designer, the developer, etc. who have come together to create a home," HUSH says. "Often, these stories aren't told quantitatively. Rather, they are told by designing a user experience that is crafted, careful and nuanced."

"Zaha Hadid is an artist, an architect, a designer, and a brand," HUSH says. "We needed to get the luxury buyer to tap into this depth before even considering the details of the residence itself."

> via HUSH