“The unified design language between space, media and interaction delivers effectively on the promise of potentially living in a piece of fine art... Indeed, it feels as if the visitor is shopping in one.” —juror Nathan Moody
“The elements of Zaha Hadid’s architecture are set into motion to envelop visitors, who can control the environment around them. This provides a unique sense of place.” —juror Libby Bawcombe
Overview: According to the late visionary architect Zaha Hadid, “Every project should have a strong idea. That central idea should always remain intact.” Such a strong idea took form in 520 West 28th, a luxury condominium designed by Hadid. Fused with LED lighting, where the lines coalesce and flow into one, this immersive, transitional building called for a sales experience no less compelling in its design. Design agency HUSH was happy to provide just that. Visitors can journey through the animated, LED-lit sales gallery, exploring the condominium’s features, scattered like interactive breadcrumbs along the way. And at the end, a tempting concoction awaits: an app-triggered immersive animation offering realistic interactive renderings of 520 West 28th. Those in the market for a luxury home in New York City will find it hard to resist.
•This is Hadid’s first residential building in New York City.
•The sales gallery is punctuated with rich content experiences framed by unique physical and digital design details.
•The project took six months to complete.
Comments by HUSH:
What are the project’s core features? “Designing high-touch, customizable experiences for luxury buyers in a gallery format to drive sales by bringing Zaha’s creative vision to life in a clear, compelling way while real estate developer Related Companies completed construction.”
Are there any other technical features you’d like to call attention to? “HUSH designed an app exclusively for brokers. The simple, portable, easy-to-use Broker App enables brokers to continuously engage guests. If a prospective guest/tenant is intrigued, the broker can access a feature from the app that will trigger an immersive animation, ultimately resulting in a realistic interactive rendering.”
Did you meet with any out-of-the-ordinary obstacles during development? “One of the main creative and technical challenges was delivering a subtle experience appropriate for the moment and space; it wasn’t about showing off technology or overloading the visitor with information, but delivering—not overdelivering—content at the right moment in a seemingly effortless, yet curated way. The challenge here was the art of uncovering all of the information that needed to be communicated, how it would be technically done, and then painstakingly taking this back to the core of the concept and the experience.”