Concept campaign · Manhattan, New York

The residence at blue hour seen from the garden terrace: the glazed south face lit warm from within, the upper floor set back above it, birch and grasses in the foreground, and the city low beyond

Concept campaign · Manhattan, New York

A Manhattan Penthouse Above the City

A campaign for a singular penthouse where architecture, planted outdoor space, building quality, and the experience of privacy in the city must be understood together.

Enter the story $28,500,000

The idea

Present the penthouse as a private world within Manhattan, with the city as context rather than spectacle.

The campaign opens with arrival: the building, the elevator, the threshold, and the first long view through the residence. That sequence gives scale and context without reducing the home to a skyline photograph.

Inside, the editorial treatment follows light, material, and proportion. Outside, the terrace is presented as a genuine room, planned, planted, and usable, not as a final bullet point beneath interior square footage.

The public story creates desire. The private materials answer the questions that determine whether an accomplished buyer can proceed: ownership form, building financials, alterations, mechanical systems, staff, rules, and the practical stewardship of the residence.

The introduction

01

Private preparation

Build the evidence first

Resolve the property narrative, plans, building materials, approvals, privacy rules, and the questions serious buyers and their advisors will ask.

02

Campaign production

Show proportion and atmosphere

Create still and moving imagery that makes circulation, light, terrace use, and finish quality legible before a visit.

03

Market introduction

Reach the right circles

Coordinate direct, broker, editorial, digital, and international presentation around one consistent position.

04

Qualified engagement

Move from interest to confidence

Pair a composed private showing with organized plans, building context, and a controlled diligence room.

The film

The Garden Above, from the street up.

The walkthrough a seller receives. It climbs: the street, the private elevator, the long axis through to the garden, the terrace as three rooms, then the stair to the private floor and the roof at first light. Fourteen of these frames were commissioned for the film, so the rooms the photography only ever framed upright are here at full width.

The residence

$28,500,000

Illustrative positioning for the concept campaign. Nothing here is offered for sale.

West Chelsea, New York

Bedrooms
4
Baths
4 full, 2 half
Interior
6,400 sq ft
Built
2019
Taxes
$186,000 annually
Terrace
2,528 square feet, planted, across three exposures
Exposure
South, west and east
Levels
Floors 21 and 22, with a private elevator landing
Ceiling height
11 feet 6 inches on the main level

Continue

The rest of the house, in the order you would ask for it.

The residenceThe plansThe settingDiligence