To promote designer Zac Posen‘s new residential loft apartments, 16 west 21st street in New York (referred to as 16w21), Imagination NYC created an ad campaign using 12″ articulated dolls as the main characters to represent the hip, urban, sophisticated “Model Life.”
The five “Model Apartment” videos (all shown later in this post) air in New York taxicabs (but only within a 10 bock radius of the building) and online. The integrated campaign also features print, outdoor and digital ads, also shown in this post.
A smart move given that the apartments are not yet completed (i.e. no sets yet) and that dolls are far less expensive to shoot than models (no residuals!). In addition to the creative cost-cutting techniques, by using Ken and Barbie-like dolls in stop motion animation for the Anthem video and the four other Model Room videos, they attract an edgier, more youthful audience.
The Print Ads:
The Promotional Videos
The Model Apartments Anthem Spot:
The Model Living Room:
The Model Bedroom:
The Model Kitchen:
The Model Bathroom:
The amenities, designed by fashion designer Zac Posen.
The Building has:
Keyless remote entry with 24 hour offsite monitoring, a part time doorman with virtual doorman services, Spa and Fitness center, refrigerated storage and package room, keyed elevator access, 9 foot high ceilings, oak flooring, solid wood doors and Bosch washers and dryers and a common roof deck. Bathrooms have: Regency Noir Mosiac tile flooring, Siberian white marble wall tiles, Venetian style stucco wall finishes, custom designed mirrored vanity cabinets with double wet style sinks, Zuma Whirlpool and Airbath Tub, Duravit WC, Robern mirrored medicine cabinets with integrated electric outlet and Lefroy Brooks Mackintosh series fixtures in Polished Chrome. Kitchens have: Porcelain enamel cast iron sinks, Lefroy Brooks faucets, Direct vent Meile hoods, Miele gas cooktop, electric oven, dishwasher; Subzero Combination Refrigerator/Freezer, Wine Storage, Trousdale Marble mosaic ﬂoor, and Venetian White marble wall tiles, countertops and Tub surrounds.
16W21’S principal architect, Morris Adjmi, is globally renown for realizing visions that both “fit in and stand out” with their respective context. In the instance of his most recent project, Adjmi drew inspiration from the neoclassical limestone and white-washed brick buildings of New York’s Ladies Mile Historic District. And then he reimagined the neighborhood’s vernacular. By combining contemporary vision, cutting-edge building technologies, and a custom glass facade, cut in Spain by Cricursa, he has produced a residence that is, like ice, whiter than white, reﬂecting the history of a city and establishing a modern landmark that frames the warmth of the light and vibrancy of the life within. The 14 stories will be divided into 9 units; 1 garden “townhouse,” 5 full-floors, 2 duplexes and a triplex penthouse with prices starting in the mid $2 million dollars. below are artist renderings of the Penthouse and Townhouse floor plans (please click to enlarge and see a clearer image):
The building in progress:
above: MA’s 16 W 21st Street project, a residential loft building going up in the Ladies Mile Historic District near the famed Flatiron Building, recently topped out at 14 stories. A special topping out ceremony/spiritual offering was hosted by the building owner. When complete, this unique building will boast a facade constructed entirely out of glass (columns, spandrels, cornice, etc.) that will mimic the historic details of the district. 16w21