For as long as I can remember, Christmas has always been an epic event in my house. My mother, an Italian-American, spends hours decorating, cooking holiday meals, and wrapping each present with care. Needless to say, my family loves this time of year, and the reason for our admiration starts with the famously decorated homes of Dyker Heights, Brooklyn.
To celebrate the season, every December we visit the nighttime’s glowing neighborhood. For years its residents have committed to bringing the holidays alive by staging magical winter wonderlands. The sights are spectacular and encourage us to spread holiday cheer at our own house. While our decorations are nowhere near as impressive as the ones in Dyker Heights, it’s still fun to create holiday scenes and put smiles on the faces of passersby.
- Danielle Foss, Account Manager
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.
The Principals is an industrial design studio based in Greenpoint, Brooklyn and they’ve come up with an interesting project that will be exhibited at the International Contemporary Furniture Fair (ICFF) May 19-21.
“Cosmic Quilt” will challenge the design community with questions about interactive environments, including these from ArchDaily: “What would it be like if the environment we inhabit responded to our present in an active way? What if we shift the scale of the way in which our devices operate to the way our buildings function?”
The project is on Kickstarter, so check it out!
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.
Posted in Brands & Business, Design
Tagged advertising, Art, Banana Republic, business, design, Don Draper, Mad Men, New York Transit Museum, REA, REA approved, real estate arts
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.
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.
Posted in Brands & Business, Design, Real Estate, Retail
Tagged 5th Avenue, advertising, Art, brand, Creativity, design, FAO Schwarz, Fifth Avenue, Graphic Design, New York City, REA, real estate, real estate arts, retail, video, Visual Arts, web design, website
We believe behind every great project is a great team. So, we are thrilled to have played our part in the success of CBRE and owner Brookfield Properties selling of Newport Tower in Jersey City for a record $377.5 million, the biggest price tag NJ has ever seen for an office property.
While REA has grown into many areas of design and branding over the past decade, one of the lines of business it continues to be passionate about is it’s Investment Sales business. For close to 15 years we have been setting the high water mark on the key marketing tool for selling large real estate assets the Offering Memorandum. While REA’s competitors service this same market, we promise and deliver on a non – standard, non template driven product that exemplifies smart modern design.
Newport Tower Cover
“We are constantly looking at inspiration from every corner of the design world”
We cherish our long-standing relationships in the Investment Sales community and congratulate CBRE and Brookfield for this breakthrough accomplishment.
Be on the lookout for REA’s new IPAD product that will roll out in 2012.
Check out the story on NJ.com
Posted in Offering Memorandum Design, Office, REA Results
Tagged branding, Brookfield Properties, business, CBRE, Graphic designer, Investing, iPad, Marketing and Advertising, michael goodgold, New Jersey, Newport Tower, Offering Memorandum Design, OM design, REA, real estate, REAL ESTATE MARKETING, Visual Arts