Waldorf Astoria Residences New York

The Waldorf Astoria at 305 Park Avenue is one of the most storied buildings in New York — an Art Deco landmark that has hosted heads of state, Hollywood royalty, Cole Porter, Frank Sinatra, and the defining cultural gatherings of the city's public life since it opened in 1931 as the world's largest and tallest hotel. When Dajia Insurance Group and Skidmore, Owings & Merrill undertook the building's $2 billion restoration, the project introduced something the Waldorf had never offered in nearly a century: private ownership. The Waldorf Astoria Residences New York converted the building's upper floors into 375 luxury condominiums — studios to penthouses — with interiors by Jean-Louis Deniot and more than 50,000 square feet of private residential amenities.

Considered led naming, visual identity, and the full sales effort: collateral, sales gallery reinvention, creative direction, email marketing, photography, and compositing. The challenge was specific and demanding. The Waldorf's history is an asset with weight on both sides of the ledger — it commands reverence and resists reinvention equally. The materials had to honor a building that New Yorkers have experienced only as a public institution for nearly a century, while positioning something the building had never been before: a private address. Not a hotel suite. A home.

The sales program has succeeded because the creative understood what it was actually selling — not square footage on Park Avenue, but a permanent stake in a place the city considers its own. The Waldorf Astoria New York has since reopened its hotel, with the residences above it.