The Splendid Emery Roth Penthouse

BRANDING | 880 FIFTH AVENUE PHA

Branding Timeline: 1-2 Weeks
Marketing Timeline: Ongoing
Clients: Loy Carlos, Ryan Serhant
Position: Lead Senior Designer | SERHANT.

Project Introduction

PRE-MARKET

As part of our SERHANT. Signature initiative, properties valued at more than $10M gain access to a range of premium, white-glove services from custom branding and direct marketing, to tailored content creation and social amplification.

Designed by renowned architect Emery Roth and built in 1948, 880 Fifth Avenue is synonymous with timeless Fifth Avenue elegance and was the first building to be completed on Fifth Avenue after WWII. The apartment layout also reflects the beginning of a new era in high-rise residential design. Of the numerous buildings Roth designed that face Central Park, 880 Fifth is arguably one of his most impressive works. It is the only twin-towered building on Fifth Avenue.

Welcome to this exquisite Fifth Avenue penthouse with a private 3,350 SF manicured rooftop terrace, and magnificent views of Central Park. Perched on the top floor of an elegant Emery Roth-designed co-op sits this one-of-a-kind penthouse, a customized duplex apartment that blends a sublime mid-Century modern aesthetic with expansive outdoor space and unobstructed views of Central Park and the west side skyline.

Marketing Goals

Reach US and international prospective buyers and the industry to support awareness, uniqueness and drive penthouse showings.
Create a suite of unique deliverables that drive awareness and promote this penthouse’s unique features and accolades.
Develop strong messaging that is consistently used, and effectively displayed.
Continuously manage and create email marketing campaigns to promote the penthouse, special events, press mentions, collaborations, etc.

Brand Positioning

Harnessing vintage elegance for a more “Legacy” aesthetic
Ultra-lux
Needs to feel grand, sophisticated
Mimicking the penthouse’s distinct and unique interiors

Target Audience

Multi-millionaires
Billionaires
HNW international individuals looking for a second or third home
Young wealthy families

FINAL BRANDING

Legacy Euro-Vintage

In creating this residence’s visual identity, I draw inspiration from the award-winning film Kingsman: The Secret Service, BURBERRY’s unmistakable plaid pattern fabric, and the allusion to the “European vintage” aesthetic. The logo takes after Britain’s elegance; the filigree, lines and dotted pattern are used to elevate the typeface and help tell the story. One can say it takes after a royal family crest. These ornamental design elements are also used throughout the branding and marketing materials to help solidify the design intent.