Seagram Building, New York

Marketing, branding and advertising campaign for Ludwig Mies van der Rohe’s iconic architectural masterpiece, the Seagram Building. The campaign was inspired by a fresh, refined and elegant take of the 1958 International Style of this modernist building, as an homage to both the building’s heritage and its current trophy class status.

Marketing effort included print collateral, advertising campaign, promotion of lobby installation from artist Jeff Koons’ “Popeye Series.” The works incorporate some of Koons’ signature ideas and motifs, including surreal combinations of everyday objects, cartoon imagery, art-historical references and children’s toys.

Additional marketing campaign included a limited-edition monograph featuring fashion illustrator Ruben Toledo’s ink sketches and watercolor illustrations inspired by his interpretation of the Seagram Building.