Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

6. Luxury Property Shown in Many Different Lights: Focusing on Stunning Imagery to Sell Luxury

What's the best time of day to see a luxury building? How do you capture the way the sun bounces off the Hudson River and illuminates the sculptural façade of a modern architectural jewel? The design team promoting 166 Perry Street, a luxury condominium project in New York City, decided to show how the building looks from daybreak to nightfall. Lilly Schonwald from Corcoran Sunshine Marketing Group says that the design is based on the light and air, how it relates back to nature and its surroundings, and how it changes during different time periods throughout the day.

The eight-story “jewel box” building with 24 residences was designed by the celebrated husband and wife team of Hani Rashid and Lise Anne Couture of Asymptote Architecture. Petter Ringbom of Flat Inc., an interactive design firm, worked in collaboration with Pentagram partner Michael Beirut to create visual marketing for the project that includes a website, property brochure, and presentation video.

Why It Works

When you are trying to sell a property before it is built, you need to work harder to capture the character of the space. This building caters to a very sophisticated clientele who are able to spend $1.95 million on a one-bedroom apartment or up to $24 million on a penthouse with a private pool. The website and the ...