Illuminated skyscraper at dusk with glass facades reflecting city lights near Central Park

125 West 57th

It's the quiet ones that speak the loudest

125 West 57th is an exclusive, high-end office property overlooking Central Park. Targeting Manhattan’s most discerning tenants, Alchemy-ABR Investment Partners and Cain International collaborated with Neoscape to create a campaign that showcased the building’s unparalleled quality and craftsmanship. From the logo to the film, and everything in between, our work highlighted the building’s prestige, blending meticulous design with impactful storytelling.

“

We are extremely happy with the final marketing materials and it’s been a great experience working with the whole Neoscape team.

”
Lauren Mantia Vice President of Design and Marketing, Alchemy Properties
The Challenge:

How can the workplace
confirm your status? 

Our audience was narrowly focused: highly successful, well-traveled, high-net-worth individuals with their pick of several trophy properties in the city. Alchemy and Cain looked to position the property as a cut above the rest, nestled along Billionaires Row, and focused on an exceptional office experience for a highly discerning audience.

Watch the film

A building with
no bad view

Modern glass high-rise blending into the Manhattan skyline with a reflective facade
High-end commercial property featuring a private balcony with modern seating and greenery

We worked closely with our client team to uncover where their passion lay within the project. The format of the building is unique, with offices beginning on the 14th floor.
 
Each floor has views overlooking Central Park via alternating, double-height terraces. The Park needed to be prominently featured; only a select few office opportunities front the park, none as new or as rare as 125 West 57th.

More than a trophy, it’s a feeling

Our strategic aim was to capture the rarified experience 125 West 57th offered: limited in scale and exceptional in quality, all overlooking Central Park. We knew we needed to cultivate a strong desire to belong, to be one of the select few who could call this address home. Together, we positioned the property as a class 
unto itself.

Luxury high-rise office interior with marble flooring, modern furniture, and a breathtaking view

A befitting brand

High-end event invitation with sleek typography, black envelope, and marble background

Refined with a minimal approach to messaging, there is no need to oversell the property; the quality of the design and attention to detail shine through in the collateral. We included personal touches within the brand, from handwritten script to watercolor elements, to add warmth to an otherwise classic look.

Website design mockup for a luxury office development displayed on desktop and mobile devices

A mark that balances strength and place

The initial reveal animation of the logo concept was impactful and played a key role in Alchemy and Cain’s final selection. What ultimately sold the client was how we incorporated Central Park into the design, with subtle references to the typeface used by the Central Park Conservancy. By drawing on the alternating terraces, our address, and the Park lockup, the design achieved a balanced, cascading layout.

Visit the website
Black and white branding image featuring '125 West 57th' typography over a Central Park view

The apex of office

Luxury business lounge featuring modern furniture, greenery, and a sophisticated ambiance
Luxury office building entrance with a modern glass facade and gold-accented vertical lines
Spacious luxury office with panoramic city views, open seating, and contemporary decor
Suspended glass terrace with lush greenery offering breathtaking views of Central Park
Sophisticated office lobby with warm wood paneling, marble floors, and modern lighting

Landing a hot air balloon in Central Park

Alchemy wanted the film to have an identifiable twist to the creative; we proposed a concept revolving around an executive commuting to the office via a hot air balloon to bring some levity and fantasy to an otherwise fairly reserved brand.
 
It was vital to maintain consistent confidence by saying less within the collateral to cultivate some mystery and draw out the experience as much as possible. Fortunately, this is expected with this level of product, and this style of communication resonates with our target audience.

Step inside

Experience Central Park's elevated office experience Watch the film

Step inside

Experience Central Park's elevated office experience Watch the film

Branding, Digital Brochure, Renderings, Website, Virtual Reality, iPad Application, Film

  • Alchemy Properties
& Cain International

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