101w15 Creative Branding Plan
Presented by futurlogic / pastpresentfuture 3.20.13
Your Space. Your Culture. Your Network.
your life launchpad
the social residence
a new beginning
Work hard. Play harder.
a living social network
it all happens here
an urban life eScape
live large in fun space
make it happen here
it happens here
the beginning of a wonderful friendship
new best friends
next gen urban oasis
a triad of opportunities
Alternate Call-to-Action Lines
join this unique club today
only 160 special spaces left (with downward ticker each day)
it all happens here
101 reasons to join now
reserve your spot in line now
a well design life.style awaits
The brand architecture should always combine 3 different elements that comprise "a perfect day in the city..."
An example...brunch with neighbors in the building, afternoon gallery show at gagosian, and a fun dinner at Morimoto.
The ideas should be mixed, not in bundled categories...
Each suggestion should start with an event in the building or some fun experience in the 101 location.
This campaign is powerful because it respectfully allows 101 to co-opt and borrow equity from hundreds of notable brands in the Chelsea, Union Sq, West Village communities.
The 101 Poem
Where now the tide of traffic beats / There was a maze of crooked streets; the
noisy waves of enterprise / Swift-hurrying to their destinies / Swept past this island paradise / Here life went to a gentler place / And dreams and dreamers found a space...
- floyd dell
We have a unique opportunity to integrate the building's branding into the entire block length of sidewalk.
Branded Garden Apartments / Partnerships
Building / Window Activation
Live Window Display
A Living Romance
Come see the couple living in the display window at 101w15 one week only!
As sidewalk shoppers stare, mod couple Jennifer and William whip up meals on state-of-the-art appliances, models lacy lingerie, sleep and tests the comfiness of the DWR mattress, argue, watch movies and live for all to see.