LUXURY
Modern ID 598 Broad New York, 212 219 24 212 219 25
DENTITY dway 10B , NY 10012 411 528
The Apthrop Art Direction Advertising Branding Collateral Publications
The Apthorp was commissioned in 1908 by Viscount William Waldorf Astor. It was at the time the most luxurious building in New York City. Astor lavished his attention, and wealth, on every detail and material. TAG Creative brought Modern IDENTITY in to work on the branding and sales materials for this historic building, which was converting to condominium residences after its lifetime as a rental building. Da coriorem quae si reperna tissitiatur, quature mquiante volo temod magnat list, sit fuga. Et rectotam quod quid ercidi od que conseque volupta dit, omnimus eum adiam siment deles et audae cuptas volut quis id que aborem labores magnis autat que cullaceate non consequam, iusdam et lant optur rendebit omnisquam etur sitiae cus ad expla qui accum enisitam alit eum ea quatem et earum ut lab ipsapid magnime alique alitatem quatum hiliquae nihicienia que sitas doluptae eiurepr atemque im aut molupta spellup tatiatur? Qui doluptatat vollupt atiusape digent et odis dem reris dicidellecum erion et il ma volestium aut ressintio. Nequae et is dolupta comnihi llabor ab illoremquiat voluptatium dolupta nitinctur suntiamus id modiatem cor aut mo ea quiam qui ut idelestoreic tes quiatur a cullorpore int im quatur aped quisincit accate plis doluptatquam volorepel iur alibus rem de et quatur? Ficilique de quunt omnis nimus quatiis unt, sit, et explabo. Voluptios dio opti cuptius cillorr umquam cone ea que lat.
Photography by Francois Halard
Chapter 1 A love affair Manhattan’s most coveted address, The Apthorp is a crown jewel among New York’s architectural splendors. Incomparably rich in atmosphere, character, architecture, and heritage, this extraordinary building is in a class of its own. The Apthorp is an enduring love story. Born of one man’s connoisseurship and passion, a century after its debut, it remains the most romantic residence in Manhattan---a refuge from the city’s bustle and clamor. Great in scale, majesty and renown, the building reflects the city’s lofty ambitions and stature. Yet The Apthorp remains a world apart, a place of timeless mystique and beauty.
This page: Top: The Apthorp, 1908. As viewedfromthenortheastcorner of Broadway and 79th Street. Bottom: Aerial view of The Apthorp. Opposite page: The Apthorp, 390 West End Avenue entrance.
The Apthorp, the embodiment of the American Renaissance when it opened in 1908, is now embarking on a second Renaissance, a new chapter in the continuing love story. The building’s new owners were inspired by The Apthorp’s superb architecture and rarefied aura. They are now lovingly restoring the landmark building to its original splendor, while introducing the highest standards of 21st century infrastructure and technology.
Chapter 2 A love story That afternoon her thoughts circled around him. Gazing out the window, she had wondered. In the swirling crowd, she felt the two of them were alone, on their own oasis, speaking their own language. She reflected on the night before. He had looked so handsome the night before.
Chapter 3 A celebration of love
You are cordially invited to celebrate the 40th Anniversary of Antoine and Alice Celeste Sunday, the 12th of June at four o’clock The Celeste Residence The Apthorp 390 West End Avenue New York City
Apthorp Stationery Mechanicals5:Layout 1
Apthorp Stationery Mechanicals5:Layout 1
5/15/08
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Page 2
Howard n. Margolis e.V.P., Director of Sales
P 390 West End Avenue New York City, ny 10024 212 580 9500 hmargolis@elliman.com theapthorp.com
ApthorpMechanicals5:Layout 1
#10 envelope - Inside
Business Card
5/28/08 7:53 PM Page 5
390 West End Avenue New York City, NY 10024 theapthorp.com
#10 Envelope Inside
Liner prints TOYO 0937 with PMS 8002 pattern
Apthorp stationery and pattern
Layout 1
Keeping the bottom margin the same as the original - expect for the opening image which is full-bleed.
ANNIE LEIBOVITZ Replacing images and reorganizing
Annie Leibovitz Branding Art Direction Advertising Naming Retail Space Web Design
Modern IDENTITY was invited by TAG Creative to create the branding and sales materials of a luxury condominium being built on the Upper East Side of New York. The directive: to convey a clean, modern, family energy. The building’s location on a tree-lined side street and abundance of light provided the inspiration for materials and colors. We named the building GEORGICA after a private enclave in the Hamptons built around Georgica Pond. We designed and produced a hardcover 48-page book to tell the story of the building, with original photography by Cass Bird and 3D renderings of the apartments. Bound pages of transparent vellum interspersed throughout helped to convey the feeling of light and luxury. An accompanying folder held a smaller version of the brochure, floor plans, and eight blank pages for notes. The advertising campaign utilized the image library created for the brochure. Publications included The New York Times Magazine, Avenue Magazine, Hamptons Magazine, New York Family, New York Magazine, New York Times DOC, The Real Deal, Robb Report, Time Out New York Kids, and Haute Magazine. We ran a distinct weekly ad in the New York Times DOC with a new piece of art and an evolving sales message. Georgica’s launch in The New York Times Real Estate Section brought to life a lush, modern lifestyle, inviting readers to engage with more than the standard floor plan. The image library also served to decorate the physical interior of the sales office, with the entrance of the office reflecting and reinforcing the advertising campaign.
PORTRAITS of PENINSULA the penin su l a hotels - creating legends of luxury since 1928. The thrill of tr avel, e xceptional service, timeless gl a mour and tr adition well served inspire our pr oud heritage a s A sia’s oldest hotel company. we invite you to take a moment to enjoy these “portr ai ts of peninsul a”, photogr aphed by annie leibovitz.
THE PENINSULA HOTELS
The Peninsula Hotels approached Annie Leibovitz to create portraits of their employees at each of their global locations. Jeff worked with Annie to edit, select and refine the images used in the campaign and other promotional materials.
Layout 3 PORTRAITS of PENINSULA t he pe nin s u l a hot e l s - c r e at ing l e g e nd s of lu x u ry sinc e 1 9 2 8 . The t hr il l of t r av e l , e xc e p t ion a l se rv ic e , t i m e l e s s g l a m o u r a nd t r a di t ion w e l l se rv e d in spir e o u r pr o u d he r i ta g e a s A si a’s ol de s t hot e l com pa n y. w e in v i t e yo u to ta k e a m om e n t to e n joy t he se “ p ort r a i ts of pe nin s u l a” , photo g r a phe d by a nnie l e ib ov i t z .
THE PENINSULA HOTELS
No t a s k i s too sm a l l . THE PENINSULA HOTELS
A lway s at you r s er v ic e , w hate ver t he re que s t . THE PENINSULA HOTELS
T he on ly t h i ng more i mpre s sive t ha n ou r le gend a r y 193 4 Rol l s Royc e Pha ntom I I i s t he de vot ion of ou r F le e t Ma na ger. THE PENINSULA HOTELS
THE PENINSULA HOTELS
Born in Waterbury, Connecticut, Annie Leibovitz is the third of six children in a Jewish family. Her mother was a modern dance instructor, while her father was a lieutenant colonel in the United States Air Force. The family moved frequently with her father’s duty assignments, and she took her first pictures when he was stationed in the Philippines. T he a r t i s t at work i n Tok yo. THE PENINSULA HOTELS
THE PENINSULA HOTELS
A N N I E L E I BOV I TZ “Portraits of Peninsula” is a collection of black-and-white photos that go to the heart of the guest experience that distinguishes Peninsula hotels as the finest in the world. With the photos, Leibovitz departs from her tradition of celebrity portraiture to focus on the people and personalities behind the Peninsula brand. while not famous, the faces of Peninsula pageboys, housekeepers and bellmen are just as compelling as those of celebrities when seen through her lens.
“So much of what makes Peninsula’s style of hospitality special is the personal connection our staff has with guests”, said Peter C. Boren, Chief Operating Officer, The Peninsula Hotels. “Our culture of warm and genuine service is expressed through every one of our family of employees. To us, service is an art, which is why we chose a true artist to represent it. Annie Leibovitz captured the spirit of our employees with sincerity. Through the honesty of her images, we have created a campaign that will resonate with our audience for a very long time”.
“I love the stories behind what people do, and in portraiture, you need to know the stories and then the image comes to life for you”, said Annie Leibovitz. “After arriving in Hong Kong following a 24-hour trip and receiving the most gracious welcome I have ever experienced, I truly understood the significance of what we were shooting – the real stars of The Peninsula Hotels – the wonderful caring staff”.
Door m a n R icha rd C ole y wa r m ly welc ome s g ue s t s to T he Pen i n su l a Ne w York . THE PENINSULA HOTELS
THE PENINSULA HOTELS
THE PENINSULA HOTELS
Born in Waterbury, Connecticut, Annie Leibovitz is the third of six children in a Jewish family. Her mother was a modern dance instructor, while her father was a lieutenant colonel in the United States Air Force. The family moved frequently with her father’s duty assignments, and she took her first pictures when he was stationed in
T he a r t i s t at work i n Tok yo. THE PENINSULA HOTELS
the Philippines.
A N N I E L E I BOV I TZ THE PENINSULA HOTELS
T he a r t i s t at work i n Tok yo. THE PENINSULA HOTELS
“Portraits of Peninsula” is a collection of black-and-white photos that go to the heart of the guest experience that distinguishes Peninsula hotels as the finest in the world. With the photos, Leibovitz departs from her tradition of celebrity portraiture to focus on the people and personalities behind the
Georgica Branding Art Direction Advertising Naming Retail Space Web Design
Modern IDENTITY was invited by TAG Creative to create the branding and sales materials of a luxury condominium being built on the Upper East Side of New York. The directive: to convey a clean, modern, family energy. The building’s location on a tree-lined side street and abundance of light provided the inspiration for materials and colors. We named the building GEORGICA after a private enclave in the Hamptons built around Georgica Pond. We designed and produced a hardcover 48-page book to tell the story of the building, with original photography by Cass Bird and 3D renderings of the apartments. Bound pages of transparent vellum interspersed throughout helped to convey the feeling of light and luxury. An accompanying folder held a smaller version of the brochure, floor plans, and eight blank pages for notes. The advertising campaign utilized the image library created for the brochure. Publications included The New York Times Magazine, Avenue Magazine, Hamptons Magazine, New York Family, New York Magazine, New York Times DOC, The Real Deal, Robb Report, Time Out New York Kids, and Haute Magazine. We ran a distinct weekly ad in the New York Times DOC with a new piece of art and an evolving sales message. Georgica’s launch in The New York Times Real Estate Section brought to life a lush, modern lifestyle, inviting readers to engage with more than the standard floor plan. The image library also served to decorate the physical interior of the sales office, with the entrance of the office reflecting and reinforcing the advertising campaign.