Credits:
Developer: Macklowe Properties
Branding: Pentagram
Brand Imagery and Film: Binyan and AirForceOne
Photography: Colin Miller and Evan Joseph
PR: Optimist PR and PRCo
Model Residences: Elizabeth Graziola, Cyril Vergniol and Guillaume Coutheillas
At One Wall Street, I led the branding and marketing strategy for New York City’s largest office-to-residential conversion, transforming an Art Deco landmark into Downtown’s premier luxury residence. My approach blended strategic positioning, immersive brand storytelling, and hospitality-driven resident experience, ensuring the development stood out in an increasingly competitive market.
One of my most impactful initiatives was the launch of a targeted China pre-sales campaign, which generated $72M in sales—doubling projections and making it one of NYC’s most successful international pre-sale efforts. Beyond sales, I integrated branding into daily operations, aligning property management and hospitality services to create a seamless resident experience. I also conceptualized and launched a resident-exclusive social club, introducing Downtown’s first private residential restaurant, which elevated community engagement by 30% and positioned One Wall Street as more than a residence—it became a lifestyle destination.
Marketing Highlights:
Brand Awareness In response to robust pre-sales interest from residents living in the Financial District, a targeted direct mail and eblast campaign was crafted to unveil the One Wall Street brand, enticing prospective buyers and brokers to visit the on-site sales gallery. Embracing an unconventional approach, a series of vintage 1930s-inspired postcards adorned with whimsical imagery were strategically disseminated throughout the neighborhood's condo and rental buildings. These postcards not only served as eye-catching advertising but also celebrated One Wall Street's landmark status and highlighted the contemporary amenities. Eblasts with matching content were also sent consistently to the brokerage community.
Furthermore, a nostalgic black-and-white newsreel-style film was produced, chronicling the vibrant history of the Financial District during the 1920s and the transformative impact of One Wall Street's conversion into luxury condominiums on the neighborhood's fabric. Premiering to the brokerage community and neighbors via the website, sales gallery, and organic and paid social media platforms, the film served as a poignant testament to the project's historical significance and its role in shaping the future landscape of the district.
Sales Gallery Built within One Wall Street's historic art-deco banking lobby, The Red Room, the sales gallery served as a captivating presentation of the building's storied past and its visionary residential conversion. Designed to captivate and inspire potential buyers, the gallery wove together elements of history, modernity, and neighborhood allure.
At its core, large-scale interactive models took center stage, offering a tactile exploration of the landmark facade, luxurious amenities, desirable retail partners, and the vibrant surrounding neighborhood. Integrated with cutting-edge projection technology and oversized LED screens, these models came to life through a sophisticated sales app, controlled by the sales team.
Within the gallery, dedicated closing rooms provided for in-depth discussions on sample floor plans, views, and project visuals. Model kitchens and bathrooms stood as tangible showcases of the craftsmanship and design prowess inherent in One Wall Street.
In its entirety, the One Wall Street sales gallery was a testament to the intersection of heritage and innovation, inviting buyers, brokers and the press to explore the project’s many selling points.
International Pre-Sales Given the monumental scale of One Wall Street’s sellout, I spearheaded an ambitious international pre-sales strategy designed to accelerate absorption ahead of the domestic launch. Partnering with JLL, I developed a targeted sales campaign across key Chinese cities—including Hong Kong, Shanghai, Beijing, and Shenzhen—executed over an intensive three-week period in 2019.
In addition to leading the overall international sales strategy, I was on the ground in Shanghai, directly engaging with buyers, negotiating deals in real-time, and managing channel broker relationships to maximize conversion rates. To enhance market accessibility, I directed the creation of Chinese-language marketing materials, the recruitment and training of a dedicated team of Chinese sales agents, and the development of immersive sales gallery environments, complete with scale models to bring the One Wall Street vision to life.
The results were immediate and high-impact—$72M in pre-sales were secured, doubling projections and representing over 10% of the building’s total unit sellout before domestic sales even launched in New York City. This initiative not only ignited early momentum but also established One Wall Street as a globally recognized luxury property, reinforcing its positioning among international buyers and investors.
The One Club As One Wall Street underwent its transformation, I recognized an opportunity to redefine how luxury amenities could enhance both resident experience and long-term brand value. Rather than viewing amenities as isolated offerings, I developed The One Club, a fully integrated lifestyle experience that would not only shape the identity of the building but also serve as a powerful marketing tool to drive sales and long-term resident engagement.
Understanding that resident satisfaction and word-of-mouth reputation would be key to sustaining One Wall Street’s brand over years of sales, I led the vision for turning the 39th-floor lounge into a private restaurant and bar, transforming it from a passive condo amenity into an active, high-touch hospitality experience. I worked closely with architects, designers, and culinary experts to craft an environment that fostered community, engagement, and exclusivity—positioning One Wall Street as a true lifestyle destination.
Expanding this vision, I created The One Canine Club, recognizing the importance of pet-friendly luxury living. This exclusive resident amenity offered curated pet wellness services, educational programs, and social events, further enhancing resident engagement. I also reimagined the co-working space, transforming it into a hub for productivity and networking, complete with a podcast studio and tailored work-from-home amenities, ensuring that One Wall Street met the evolving needs of residents in a dynamic urban landscape.
These initiatives were not just amenities—they became an essential part of One Wall Street’s brand story and marketing strategy. Daily content was generated for social media, advertising, and collateral, reinforcing the building’s position as a pioneer in redefining luxury living. The One Club stands as a testament to my belief that resident experience is central to brand identity, ensuring that luxury is not just an offering but a way of life that strengthens brand equity and drives long-term demand.
Model Residents With a diverse array of offerings, 566 condominiums with over 190 unique layouts, spanning across all inventory and price points, we implemented the creation of over 15 meticulously curated model residences, strategically situated across four distinct unit "collections" within the property. From studio apartments on lower floors to three-bedroom residences boasting panoramic skyline vistas, each space was thoughtfully crafted in collaboration with multiple interior designers, catering to the researched preferences of our target demographic.
For each unit, I created bespoke creative briefs, providing designers with a clear "client" profile to inform their design process. These narratives not only guided the design direction but also ensured alignment with the desires of prospective buyers.
Careful consideration was given to the selection of interior designers, with emphasis placed not only on their design acumen but also on their personal stories, designed to resonate with our audience and garner attention from the press. Their ability to articulate their design ethos and express admiration for the project proved instrumental in forging meaningful connections with potential buyers.
The model residences swiftly emerged as the cornerstone of our sales strategy, supplanting the traditional sales gallery experience as the most effective tool for driving sales. Additionally, these spaces served as a primary source of marketing imagery, informing advertising campaigns, social media content, and PR efforts, further solidifying their pivotal role in shaping the narrative surrounding the property.
