CORE’s new development team understood that in order to differentiate itself in a crowded and competitive market, they needed to produce an out-of-the-box marketing campaign for 15 Renwick. Drawing on inspiration from historic Hudson Square and James Renwick, the team created a campaign that was a mix of history, culture, design and imagination. The unconventional approach created widespread attention and had the entire industry talking.
The team commissioned renowned photographer Henry Leutwyler to shoot a line-up of eccentric characters and collaborated with ODA Architecture and Baxter, an Italian luxury brand, to develop a stunning sales site to showcase the building.
The team’s hard work and creativity proved successful. Sixty percent of 15 Renwick sold within 90 days, 43,482,447 media impressions were generated and Hudson Square was successfully transformed from a former artist enclave into a luxury address. Clever thinking paid off!