Tag Archives: world financial center

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.

The World Financial Center: Retail Revolutionaries

Cover detail of World Financial Center Brochure by Real Estate Arts

Foil Stamping and Deboss of the Retail @ The World Financial Center brochure by Real Estate Arts

Real Estate Arts creates Brochure for the World Financail Center Retail

Detail Shot of The Retail @ World Financial Center Brochure by Real Estate Arts

What REA produced: The idea & strategy for the brand, identity, brochure, renderings, website.

About the property: The World Financial Center is one of New York City’s premier locations for office space, situated within four granite and glass towers designed by Cesar Pelli.  With breathtaking views of the Hudson River waterfront, the WFC boasts a 10-story Winter Garden, shops and restaurants, and venues to host art exhibits and musical performances.  WFC’s vision for 2013 includes a new retail streetscape along West Street, 40 local and international retailers, and 6 restaurants with waterfront access.

How REA approached the design process:

REA Director of Design Irasema Rivera called her very first project at REA “a progressive challenge” — in the most positive of terms.  The WFC’s design process — from the initial look and feel to the printed piece — took the creative team about 2 months to complete.  Under Rivera’s guidance, they created a vision that would highlight the three major qualities of this new development: the high-end curated retail, excellent accessibility, and rebirth of this post 9/11 neighborhood.

World Financial Center Brochure by Real Estate Arts NYC

World Financial Center Brochure by Real Estate Arts NYC

World Financial Center Brochure by Real Estate Arts NYC

WFC 24/7 neighborhood spread by Real Estate Arts

Irasema: The retail was envisioned to be high-end, a completely new retail experience for the consumer, different from how they may be experiencing it today.  So we went for a look that would bring in that sense of fashionable, luxurious retail throughout the design.  The second piece was the accessibility–that the WFC would be extremely easy to get to due to the addition of the West Street entrance, as well as the new Fulton Street Transit hub.

Last but not least, there was the neighborhood–an area that was blooming again in the decade following 9/11.  A project like WFC was proof that businesses as well as residents were committed to bringing the neighborhood back, and expanding upon it.  So we focused on images and phrases that would really highlight what the WFC had to offer throughout the day and also at night… from beautiful scenery and a great neighborhood for business, to the dazzling nightlife of clubs and restaurants.

World Financial Center Brochure by Real Estate Arts NYC

Custom Envelope for World Financial Center Brochure

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.

New Photography of Selected Work

Take a few seconds to scroll down and view some new photos of our best work. You won’t be disappointed… We saved the best for last.

Bank of America Plaza – Eastdil Secured hires Real Estate Arts to produce a top shelf marketing package to help sell this skyline defining office tower in Dallas.  The first piece was this “Save the Capital” Foil stamped announcement.

Eastdil sends Save the Capital Announcement designed by Real Estate Arts

Eastdil sends Save the Capital Announcement designed by Real Estate Arts

Eastdil sends Save the Capital Announcement designed by Real Estate Arts

Foil Stamped Save the Capital Announcement Card by Real Estate Arts

Real Estate Arts’ new brand brochure

Real Estate Arts' new brand brochure

Real Estate Arts' new Brand Brochure - Honest, Passionate, Natural, Fancy, Provacative, Open, Personal, Contemporary

The team at Real Estate Arts is really proud of our work on The Retail @ The World Financial Center. Please tell us what you think.

World Financial Center brochure by REA

Real Estate Arts produces brochure for the Retail at the World Financial Center NYC

Last But Certainly Not Least … Our new REA Business Cards

Real Estate Arts reveals it's brand personality with new business cards

Real Estate Arts reveals it's brand personality with new business cards

Real Estate Arts reveals it's brand personality with new business cards

Real Estate Arts reveals it's brand personality with new business cards

Real Estate Arts reveals it's brand personality with new business cards

Real Estate Arts reveals it's brand personality with new business cards

The World Financial Center: REA Design Process

REA Director of Design Irasema Rivera called her very first project at REA “a progressive challenge” — in the most positive of terms.  The World Financial Center’s design process — from the initial look and feel to the printed piece — took the creative team about 2 months to complete.  Under Rivera’s guidance, they created a vision that would highlight the three major qualities of this new development: the high-end retail, excellent accessibility, and regrowth of this post 9/11 neighborhood.

Irasema: The retail was envisioned to be high-end, a completely new retail experience for the consumer, different from how they may be experiencing it today.  So we went for a look that would bring in that sense of fashionable, luxurious retail throughout the design.  The second piece was the accessibility–that the WFC would be extremely easy to get to due to the addition of the West Street entrance, as well as the new Fulton Street Transit hub.

Last but not least, there was the neighborhood–an area that was blooming again in the decade following 9/11.  A project like WFC was proof that businesses as well as residents were committed to bringing the neighborhood back, and expanding upon it.  So we focused on images and phrases that would really highlight what the WFC had to offer throughout the day and also at night… from beautiful scenery and a great neighborhood for business, to the dazzling nightlife of clubs and restaurants.

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 the World Financial Center is near the water, I thought that the brush strokes of a water color 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.

World Financial Center

We’re quite proud of how our World Financial Center work turned out – check out the photos below!  We’ll be updating with more news about WFC construction as Brookfield Office Properties rearranges the Winter Garden, and creates 170,000 square feet of retail space.  Check out our Facebook page for our past news updates on the WFC.