This month, The Real Deal reported that Palantir Technologies of Palo Alto signed a 15-year lease for more than 77,000 square feet at 430 West 15th Street in New York City. Working with Atlas Capital, we created renderings, a film, and branding elements for this building.
Former New York Times Building
229 West 43rd Street will be home to technology firm PubMatic, which joins Yahoo! IAC, MongoDB, and Collective as tech tenants taking over the building formerly occupied by the Times. Neoscape, in partnership with The Blackstone Group, created a marketing campaign to pay tribute to the building’s history and unique character. Neoscape created photorealistic 3D illustrations of the open space and even visualized the name of each potential tenant as it would appear illuminated on the rooftop cupola overlooking Manhattan.
These assets, along with print ads and a new website designed to be simple and intuitive with dynamic imagery, is helping to land major tech tenants in this historic building. Commercial Observer says New York City continues to benefit from a booming tech economy. See our rendering for this building below.
Rainbow Room at 30 Rockefeller
After a five-year absence, the historic Rainbow Room at 30 Rockefeller Center reopened with much fanfare. Guests can once again enjoy a spectacular view of the New York City skyline in this landmark room. Neoscape was tasked with two assignments: One was to work with architects Gabellini Sheppard to develop the design of the space. We also worked with Tishman Speyer to develop marketing collateral that showed the space during a grand black tie wedding. Below are a few renderings we created to show off the space. Read more about the reopening in the AP news archive.
Mansion on Madison
A high-end men’s online clothing company is getting its first NYC storefront showroom at 457 Madison Avenue. Trunk Club has leased 26,190 square feet comprising the entire north building of the Villard Houses. Neoscape created all the marketing materials for this project including: branding, brochures a film and renderings. One of our renderings for this project also just won the Hugh Ferriss Memorial Prize from ASAI. Commercial Observer features one of our renderings in this article on the lease announcement.
Changi’s Project Jewel
Our renderings of Changi Airport’s Project Jewel are featured in Singapore’s Straits Times, which reveals details of the $1.57 billion contract to build the project and expand one of the airport’s terminals over the next year or so. Designed by architect Moshe Safdie, Project Jewel will be a 1.4 million-square-foot complex with retail outlets and airport services. We also created renderings and a film during the design of this project.
Intheera of architectural renderings, if you have to ask, it probably isn’t. In the fall Home and Design issue in DeparturesMagazine, Mark Ellwood takes a look at the concept of residential architectural renderings, how they are created, the purpose they serve and how they are used to give people an idealized vision of what’s to come.
Neoscape’s Rodrigo Lopez explains in the piece that few details are impossible to render photo-realistically now. Organic features like hair, plants and trees, which would have stumped designers just a decade ago, can now be created using software. Even water, once so troublesome with its semitransparent, undulating surface, can be simulated in a way that makes you want to touch it.
But there are still more technological advancement coming. Within the next 18 months (according to Lon Grohs, chief commercial officer of V-Ray maker Chaos Group) this type of rendering software that Neoscape uses will be able to combine with hardware like Oculus Rift glasses to create an immersive 3-D virtual-reality rendering that a buyer could experience in his own home.
Anyone with a modicum of musical taste born during the 1970s (or conscious during the mid-1980s) will rememberthis single from the late Austrian New Wave pop star Falco. For us, Vienna came calling four months ago, except this time it wasn’t Falco – it was Fabio Palvelli. Fabio isn’t Austrian (he’s Italian) but he’s equally charismatic (I never met Falco but music videos don’t lie) and last weekend, he and his crew at Büro WHAT (along with an amazing group of local volunteers) were the true rock stars of the d2 Conference in Vienna.
The event gathered visualization artists from around the world, providing a forum for them to share their experiences and approach, along with their inspiring work. All this while sipping beer and coffee, and snacking on Viennese treats. The informality and scale of the event (approx. 100 attendees) were conducive to an interesting dynamic where everyone engaged in eclectic conversations in a disarmingly candid manner. In these conversations, most of which lasted into the early morning hours in smoky bars, a few themes rose to the surface:
Inspiration and creativity are the true drivers of this industry – and there was much of it to go around
Artists who strive to earn a living from this art face many of the same challenges, regardless of how large or small their studios are, or where they are
Openness and sharing (of ideas, methodology, experiences, tips and tricks) are key to the evolution and growth of this industry
Neoscape’s presentation centered around putting visuals (both still and moving) at the service of larger campaign efforts. As a studio that grew out of the then-fledgling architectural visualization world almost 20 years ago, we have always found inspiration in the design of the built environment. Design remains at the core of what we do today, as we’ve evolved into a studio that understands the value of branded visual experiences and interesting stories to communicate projects around the world – this was the overarching message of our talk.
But perhaps the most refreshing aspect of d2 was witnessing that this pioneering spirit is alive and well in the form of many studios and artists around the world leveraging architectural visualization across a wide spectrum. Paul Nicholls from Factory Fifteen showcased their most recent work – an immersive exhibit in Dubai and a music video for a UK hip-hop act (we’re looking forward to the release of the latter after a juicy tease at the conference). Victor Bonafonte from Madrid-based Beauty & the Bit showcased their most recent ethereal architectural impressions. Thomas Vournazos from Slashcube shared his thoughts on how to avoid being swallowed into “The Belly of the Beast” – a presentation filled with humor and irony, along with a good dose of valuable advice for anyone working on commissions with breakneck timelines for demanding clients (is there any other kind?) And then there was the disarming French wunderkind Thomas Dubois, who offered a peek into his instinctual approach to visualizing imaginary architecture and the importance of narrative in his work.
All in all, d2 was a hidden jewel of an event and we’re already looking forward to what Fabio and his cohorts have in store for the community next year. Until then, auf Wiedersehen.
For years, new office or residential developments have been luring customers with amenities: gyms, cafes, luxury finishes.
But today, a building’s long-term success (and short-term lease-up) can often hinge more on what’s outside of the project’s four walls.
For one thing, working or living in a building that is near transit can be as important as having any other amenity today, especially for Millennials, a generation that is increasingly eschewing owning a car. Developers are realizing this trend, and even making transit a central aspect of their project – or their marketing campaign. For example, New Balance is building – and footing the bill! – for a commuter rail station at their new $500 million Brighton headquarters called Boston Landing. The 500-person company recognized the need to get their existing and future employees easily to and from work at a site that is difficult due to the typically congested Massachusetts Turnpike. Similarly, the new Assembly Sq. mixed-use development in Somerville just got its own MBTA station on the Orange Line to accommodate and drive interest to the highly anticipated office, retail and entertainment location, which includes things like a Legoland Discovery Center and a J. Crew outlet.
Further, associating a project with cool things happening around it can be as important as whether it is transit-oriented. For example, 101 Seaport in Boston, a 17-story building that Skanska is developing, is poised to be the home of PricewaterhouseCoopers LLP (PwC) and can proclaim that it is rising in one of the city’s hottest locations. The same is true for Boston’s Seaport Sq., a 23-acre area that will be transformed from mostly parking lots into a vibrant, mixed-use neighborhood consisting of office space, apartments, condos, retail, hotels and more. In Boston’s Fenway district, Steve Samuels’s projects are all about the energy of the neighborhood and being near the ballpark. It is no longer enough to market the amenities inside a building. What’s on the outside and the surrounding neighborhood matter, too.
Neoscape is the proud recipient of three American Graphic Design Awards from Graphic Design USA, the leader and flagship in graphic design competitions for nine straight years. With more than 8,000 entries submitted, Neoscape is among a highly selective 15 percent to be recognized with certificates of excellence for outstanding work across a variety of media. Neoscape’s graphic design department is pleased to accept certificates of excellence for its River Point print brochure (Hines, Chicago), 680 Madison Avenue print brochure (Thor Equities, New York), and the Mansion on Madison logo (Northwood Investors, New York).
For the first new office tower to be built in Chicago in over 10 years, Neoscape was tasked with producing a set of leasing assets, including a print piece, to tell River Point’s impressive story. The design of this printed folder with inserts took cues from the building’s overall design and riverfront location, closely matching its sleek, modern look.
Neoscape captured the luxurious essence of the landmark Carlton House at 680 Madison Avenue, a former hotel-turned-luxury retail offering in the Upper East Side, through an elegantly designed print brochure. Every aspect of the brochure had to be luxuriously packaged, closely replicating the opulent esthetic of 680 Madison Avenue in a tactile form. We looked at a wide range of production techniques that evoked that tactile quality the project demanded, producing a piece that, much like a custom tailored suit or handmade pair of shoes, begged to be handled.
After the recent preservation of the historic Villard Mansion, known as the Mansion on Madison, in New York City, Neoscape was tasked with the rebranding of this well-known landmark. Much like the mansion, the logo gives off an air of splendor and takes design cues from such elements as the mansion’s elegant staircase. The final logo design conveyed the mansion’s elegance and rich history in a clean, modern way that easily spoke to today’s potential tenants.