Category Archives: Real Estate

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.

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.”

Reinventing Real Estate – Keystone Property Group launches new Website

The Keystone Property Group’s new website http://www.kpg.biz which is Phase I for their new brand expression is grounded in a few distinct ideas about how they see themselves, what they believe in and their value in the market.

Keystone Property Group's website by REA

Keystone Property Group's homepage

The Real Estate Arts creative team worked hard with Keystone’s leadership to get at some real ideas about the brand. Not just to look good and say all the “right” things but to clearly define a vision and point of view about themselves for themselves.

Keystone Property Group's Strategy Section by eal Estate Arts

Strategy Section

Reinvention and the idea of Reinventing Real Estate is a strong theme in the work we are doing. The bold typeface and distinctive language starts to point to the confidence in their abilities to get the hard work done and go beyond the expected.

Keystone Property Group's new website by REA

Reinvention Section

About Keystone Property Group  http://www.kpg.biz/index.html
Since 1991, Keystone has been reinventing real estate investment one opportunity at a time.

At the cutting edge of real estate investment and development. They acquire, develop, lease and manage commercial real estate properties, including office, flex and industrial spaces in major markets throughout the US. They operate private equity real estate funds and are responsible for overseeing the management, financing, securitization and disposition of all fund assets on behalf of investors.

Real Estate Arts is proud to partner with Keystone Property Group.

350 Madison: Dramatic and Inspiring

350 Madison Ave Advertising campaign by REA

350 Madison Advertising campaign

Kensico Properties

What REA Produced: Brand Identity, advertising strategy,  renderings, direct mail, branded specialty items,  website, SEO, E-blast campaign, photography & construction bridge signage

About the Property:

A Dramatic Arrival. A Source of Inspiration. A Powerful Presence.
Entering the main lobby of the newly re-envisioned, revamped 350 Madison Avenue, visitors may expect to experience a powerful, unanticipated vision. The newly completed 30’ high waterfall feature will adds a visual element to the space that immediately captures attention and imposes a striking, memorable experience, while simultaneously comforting the senses with sound and motion. With morning light cascading through the ceiling, and the new aluminum cladding on the facade, the completed renovations allow 350 Madison to re-emerge as a modern, shimmering address with true architectural and experiential distinction.

The UN Headquarters, the Chanin Building, the New York Public Library, Rockefeller Center, Times Square and Radio City Music Hall are among the neighborhood’s paramount attractions.  You’ll also come across some of the world’s finest hotels, including the Waldorf-Astoria and The Roosevelt.  High-end retail such as Saks Fifth Avenue and Brooks Brothers are located nearby.

Real Estate Arts 350 Madison Avenue

Real Estate Arts 350 Madison Avenue

Sedona and Slate: Modern residences with a traditional style

SEDONA & SLATE brand elements created by Real Estate Arts

Inspired Advertising

What REA Produced: Branding, naming, verbal brand, collateral

About the property: In this particular case, REA was chosen by one of the smartest and most dynamic developers from the Washington, D.C. area: the JBG Companies. They have a long history of delivering superior projects in the office, residential, hotel and retail development, such as 300 New Jersey Ave in D.C.; Central Place in Arlington; and the Department of Transportation in D.C.

Recently, JBG broke ground on a two-building residential project along Clarendon Boulevard in Rosslyn, VA. Formerly called Rosslyn Commons, the development’s name has been changed to Sedona and Slate and will consist of two 14- and 12-story towers that will bring over 450 residential units to the area.  Twenty-five townhouses will also be built as part of the project once construction is completed on the towers.

JBG has not said what the mix of units will be between rental apartments and condos. In past months, the firm has indicated that it is leaning toward rentals, but that one of the two towers might ultimately deliver as condos — market conditions permitting. The project will include a rooftop pool and fitness center, and there will be a plaza between the towers. The residences are expected to be complete in 2012.

SEDONA & SLATE brand elements created by Real Estate Arts

The brand essense at work

How REA approached the design process: Following a competitive pitch, REA was asked to develop a strategic approach to marketing communication. The integrated campaign included the naming and brand development for the residential buildings.  REA’s aim was to articulate the overall quality of ‘Modern Living’.  The inspiration for the name Sedona and Slate stemmed from the exterior architecture of the residences.

SEDONA & SLATE website created by Real Estate Arts for JBG Companies

Website and registration page

SEDONA & SLATE Advertising created by Real Estate Arts

Inspired Advertising

Real Estate Arts and JBG team up for Sedona and Slate

Inspired Advertising

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.