Category Archives: Brands & Business

A Highlight on Fifth Avenue

REA recently completed a barricade for 693 Fifth Avenue, located in the heart of New York City’s busiest retail avenue.  This is one of multiple projects REA is working on for Thor Equities, a leader in urban real estate development with a focus on retail and mixed-use buildings.

693 Fifth Avenue is comprised of seven floors of retail and two floors of office space, totaling 44,500 square feet.  The building is currently getting a “facelift” with a modernized facade.

The purpose of the 3-story barricade was to grab attention and help Thor find a perfect retail partner for the space.  REA Creative Director Irasema explained that the creative process involved developing a design that was unique compared to most retail barricades — so the design team chose bold text and an eye-catching image.  An emphasis on luxury fashion was also part of the equation, to convey the elegance of Fifth Avenue retail.  REA sets a standard in selling retail space by capitalizing on this luxury retail aspect and pushing a bolder look.

The area welcomes up to 11,000 daily pedestrians to pass the 50 feet of frontage. Visit the 693 Fifth Avenue website for more information.

Tipping my Fedora to the Mad Men of Old.

Here’s a re-post from our REA Approved Blog! We thought it’d be worth it to share it here too:

4/6 – It’s hard to escape the frenzy of the new season of Mad Men. The captivating ads are plastered everywhere; the talk around the water cooler about the future of Don Draper is plentiful.  Not to mention retailers like Banana Republic are jumping on the band wagon by showcasing Mad Men inspired fashions in their windows. I have to say, I love it all. The visual style is breathtaking and inspiring and seems to be showing up on my radar everywhere I go.

A few weeks ago I attended a field trip with my son Andrew to the New York Transit Museum in Brooklyn, which ended up being another unexpected time warp back to the 1960′s. The tour of the old subway cars was interesting in itself, but when I looked up to see pristine ads from the period, I was in heaven.  From the 2012 Madmen to those of the 1960′s: I say thank you. You have left an undeniable mark on the advertising business, and a visual style to be cherished, studied and re-examined. -M.G.

REA Field Trip to World Financial Center – Our Work is Up

Last week, the REA team took a trip down to The World Financial Center to check out the signage for the up and coming retail addition, which features the logo created by REA.  The large banners are currently hanging throughout the Winter Garden and are hard to miss.  We are very excited about our design hanging on display and are proud of all the work we did on this project.

To quickly recap, REA produced the idea and strategy for the brand, identity, brochure and renderings, as well as the website.  As one of the premier locations for office space in NYC, the WFC offers spectacular views of the Hudson River waterfront, a 10-story Winter Garden, shops and restaurants, and venues to host art exhibits and musical performances.  The WFC vision for 2013 includes a new retail streetscape along West Street, 40 local and international retailers, in addition to six restaurants with waterfront access.

REA’s Director of Design explains: “The inspiration for the logo came, in part, from the idea that the WFC was painting a new vision for itself — one that included a curated, considered experience — similar to something one would experience in an art gallery. Since WFC is near the water, I thought that the brush strokes of a watercolor painting would work for the logo. I did an initial set of drawings on tracing paper using a wide marker. After about the third one, I knew we had it … but we did another 20-30 just to be certain. Once selected, we scanned the drawing and then converted it to vector outline artwork in Illustrator.”

While on our trip, we also ventured outside to the WFC Plaza where we found a series of sculptures created by artist Adrián Villar Rojas. The pieces appear to be large cement blocks beginning to crack on top of wooden desks, but are actually made of clay.

Within several of the blocks are apples that are slowly decaying and being eaten away by the birds.  Known for his site-specific massive sculptures that reflect a fascination with parallel universes and outsized alternative worlds, his work titled “Before My Birth” is said to imagine the world through the eyes of the inhabitants of different worlds.

A Note to Our Readers

This blog has grown a lot since we started it in May 2011, and we wanted to thank all our readers who have kept us going!  You should “Like” us on Facebook, and take a peek at our redesigned website (we have to admit, it’s rather impressive).

We welcome your comments and feedback on our portfolio, website redesign, and blog posts.

Sincerely,

The Real Estate Arts team

Live, Work, Create

Here we go … the continuation of our December REA APPROVED excursions.

Chip & Brittany found some awesome things to “Approve,” so check out the rest on our REA APPROVED blog here.

REA APPROVED! Excursion

Today our staff was sent out in pairs to discover the things we normally ignore during our hectic New York City lives.  The city is filled with wonders large and small that we miss on our rushed way to work.  This was a chance for us to walk aimlessly to search for the beautiful things the city has to offer–focusing on design, architecture, and street art.

The staff brought back a lot of photos in a mere hour’s time, so we’ll post them bit by bit.  Check out our REA APPROVED blog for Part I.

Do you have any suggestions of places in the city where we can find some inspirational street art work?

FAO Schwarz

About the location: Central Park, Fifth Avenue Fashion, spectacular art, thriving culture, endless shopping, unbelievable dining and lively nightlife – this is Pure New York City. Amid the whirl of excitement you will find the GM Building, and located at its base the legendary FAO Schwarz store, a timeless beloved destination loved by adults and children alike.  

How REA approached the design & video process: Our challenge was to create a customizable campaign that targeted individual world-class retailers, giving them the ability to envision their brands in the space. While touring the location, we noticed how the FAO Schwarz building exterior mimicked a showcase from the outside—like something you might find in a fine jewelry store. We also discovered that the location was truly unparalleled and a brand would be showcased here like no other. Thus the idea of “the perfect showcase” was born.

Milford Hotel

What REA produced: Video, website, email campaign.

About the retail location:  The Milford retail provides two retail spaces that can be divided – the first with three levels on 44th St; the second with the ground floor on 45th Street.  Every year, $4.9B is spent in Times Square – nearly half of which is retail spending.  This is no surprise, seeing as shoppers and tourists flock to Times Square as the ideal location to find the biggest and the best stores in New York City.

51K people pass by the Milford every day.  The Milford is located in the heart of the Theater District, near restaurant row and the Port Authority Bus Terminal, surrounded by NYC gems like Madison Square Garden, MoMA, Carnegie Hall, the Garment District, and Central Park.

The 1,300-room Milford Hotel itself was once the largest hotel in NYC when it opened in 1928, and remains one of the biggest and most well-known in the city today.

How REA approached the design & video process:  Our design process began simply by standing on the shoulders of the Hotel’s new brand identity.  We then came up with the idea of having each floor convey a different NYC neighborhood.  We infused this youthful and curious energy into the website design and short film we produced.

589 Fifth Avenue

What REA produced: Branding, video, brochure and packaging.

About the retail location: 589 Fifth Avenue is located on the premier southeast corner of Fifth Ave and 48th St. Fifth Avenue is the most prominent stage for retail in New York City – with several hundred thousand shoppers and tourists buying and browsing on a daily basis.

The sheer amount of foot traffic that Fifth Avenue attracts provides countless opportunities for potential customers to see and experience this location.  Fifth Ave is already the stage for the biggest names in retail, including Saks Fifth Avenue, Abercrombie & Fitch, H&M, Aldo, Urban Outfitters, etc.  This is a chance to build a must-see store that is more than just retail—it’s a destination on the world’s most desired avenue.

How REA approached the design & video process: Our approach was a combination of two strong ideas. The first was to encompass the power of Fifth Avenue and its worldwide appeal, which we expressed by “putting you brand center stage.”  The second was to introduce “TH!NK” and challenge potential tenants to consider all the location manifests and provides. The result was a fast-paced, heart-pounding journey into the power of 589 Fifth Avenue.

Real Estate Arts HAS AN APP FOR THAT!

Here is a press release REA recently sent out, about a new online application we’re developing for the iPad.  What do you think?

Real Estate Arts showcases offering memorandum on the Ipad

taking the "OM" digital

New York, NY, November 4, 2011 — Real Estate Arts Inc, a leading real estate-focused branding and marketing agency based in New York, announced today its commitment to revolutionizing the way commercial property asset and investment sales are marketed.

Real Estate Arts (REA) is well known in the commercial real estate investment sales community for transforming the standard Offering Memorandum package from one of a simple pictorial word document to a fully-branded and highly-designed showcase marketing tool. REA’s work has won numerous awards for its innovative design, but more importantly has helped brokers and owners of the most prestigious properties command the highest prices per square foot in many markets across the US.

REA President Michael Goodgold said, “As the investment sales market comes back, many of our clients are again looking to us to improve the sales and marketing process. The introduction of tablets and especially the iPAD has given marketers like us a real reason to get excited.”

Technology takes the lead in REA’s innovative marketing approach, which allows potential acquirers to experience the property’s assets through the use of an online application.  The tablet opens up new possibilities for the disposition process, blending different types of technology, ranging from video and mapping to interactive informational graphics.  Unlike the foregone era, in which prospective buyers learned about properties only through static printed pages, the tablet provides a dynamic experience, with information that can be constantly updated.  Furthermore, it organizes all property information in one place, so buyers don’t have to jump from various sources—print brochures, websites, or booklets to accomplish their goals.

For the past 15 years, Real Estate Arts has helped owners and their brokers sell some of the most prestigious properties around the world—from luxury hotels and resorts to Class A Office towers and multifamily properties.  Goodgold added that REA continues to work with some of the smartest technology minds that have helped develop name brand applications that most people experience daily.

“From a user standpoint our focus is squarely on the experience of the acquisition professional,” he said.  “Those men and women are constantly looking at deals and want a tool where they can manage the entire process from one easy place.”