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.