prismatic installation showcases OMA's first residential building in new york

design agency HUSH has partnered with luxury real estate developer toll brothers city living on a prismatic, visual installation to celebrate the first residential building in manhattan designed by OMA. the 18-story, 121 E 22nd, slated for completion in fall 2018, is defined by a ‘prismatic corner’ of glass that contrasts the rest of the building’s more conventional window layout. seeking to underscore this aspect of the architectural scheme, HUSH’s vibrant installation reinforces the distinctive design and urban surroundings of the firm’s much anticipated property through bold visual expressions.

created in collaboration with the building’s developers toll brothers city living, HUSH’s installation provides potential buyers with a visual introduction to 121 E 22nd’s design and location at the intersection of two sought-after neighborhoods — gramercy and the flatiron district. the experience builds on the scheme’s architectural expression, particularly OMA’s strong design language. ‘we decided to leverage it in several other digital and visual ways so that buyers would perceive everything through its lens,’ HUSH founding partner/creative leader david schwarz explains. ‘the structure of the installation, the visual VFX elements, and the live action footage were merged within this angular design iconography to deliver a powerful visual statement.’

visuals have been produced across multiple locations, with each shot being meticulously composed to work within the installation’s angular symmetrical form. as a further expression of the building’s ‘prismatic’ iconography, HUSH created a refraction effect using its exact geometry. ‘in a quick glance, or a longer engagement, the piece aligns buyers with the power of architectural in a way impossible to do with only models, plans, and renderings,’ schwarz continues. ‘we helped merge design language and environment in a way that will inspire potential buyers with a vision of their future.’

project info: 

experience design agency: HUSH
david schwarz, partner; erik karasyk, partner; dan rodriguez, director of engagement; dev harlan, design director; david lehman, art director; travis craw, producer; nicki ishmael, associate producer; adam kruckenberg, systems designer; caleb seppala, director of photography; mike senften, 3D animation / VFX; ish nazmim, compositor; dan phakos, editor; yi lai, jr. designer; fengyi zhu, jr. developer; kelvin kottke, jr. designer
digital agency: brooklyn united

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