Agency: Design Army
Client: Lowe
Gallery 64 is a new apartment building that is surrounded by 15 other new developments all catering to the same demographics, that’s nearly 6,0000 new apartment units “now leasing” All of them feature a similar set of amenities and features and priced within a few hundred dollars of each other. Gallery 64 is unique as it shares a courtyard with the Rubell Museum of Contemporary Art. Leveraging this distinct attribute, the Gallery 64 brand evokes a very curated and artful approach. The property name is not only the street address (64 H ST SE) but is a reference to 1964 which marked a pivotal moment in contemporary culture. Gallery 64 branding is expressive, artful, and diverse. The many variations of the 64 are used to represent all aspects of “art” from textile design to break-dancing, while the curated photography visuals were conceptualized as modern “pop-art.” The brand colors are primary yet polished, and the brand patterns allow for a controlled graphic volume based on application. During pre-leasing, Gallery 64’s Instagram gained an average of 200 organic followers per month, and at opening Gallery 64 signed over 40 leases during the first 3 months - often with a waitlist for tours.
Additional Credits:
Pum Lefebure, Chief Creative Officer
Mariela Hsu andSucha Becky, Creative Directors
Christos Zafeiriadis, Art Director
Heloise Condroyer, Tony Kim, yeri Choi, Chloe Jung, and Ziyi Xu, Designers
Jake Lefebure, Project Manager
Dean Alexander, Photographer