Related Companies &
Zaha Hadid Architects
Real Estate Sales Experience
(2015)
Agency: HUSH
Creative Lead: Jodi Terwilliger
Production/Technical Lead: Eric Alba
A physical-digital, hyper-luxury residential sales experience as an extension of Zaha’s own hand.
Zaha Hadid, the iconoclast artist-as-architect, broke ground on her first New York City residential property in collaboration with real estate titan Related Companies (Time Warner Center, Hudson Yards, Equinox Hotels). HUSH was invited to be part of an all-star creative team tasked with creating an unequaled luxury sales experience for units valued from $7MM to $50MM.
Inspired by the branding and strategy developed by Mother NY, we created interactive installations, an animated intro film, experience and spatial design.
We used every one of our tools to create this space: design, animation, editing, sound design, architecture, illustration, CG, UX and interactive.
Case Study
We designed the physical and interactive portions of the space; from the tunnel, lighting, immersive theater, animated content to the choreography of the room's lights and building model.
We created a custom iPad app, which allowed brokers to queue a narrative tailored to each buyer’s priorities. These sequences contained animations and vignettes from the surrounding area: restaurants, parks, schools amenities, floor plans, schools, etc. The animations were massive, designed to elicit the feeling of actually being in the represented space.
Full Experience Film
Upon entering the immersive theater, guests were introduced to the building’s story with a long-form animated film produced entirely in-house at HUSH.
The film was projected onto a projected onto a massive, wraparound 29’ x 10’ screen. The custom, curved canvas replicated the dimensions of the building’s signature windows, creating an enveloping viewing experience with the ability to create lifelike simulations of apartment renderings.
