Far too important to take seriously

“Life,” observes a character in an Oscar Wilde play, “is far too important a thing ever to talk seriously about.”

That lightness of heart and depth of meaning became our approach for an important residential development by architect Jean Nouvel, a monumental structure in heavy-duty steel and glass, and Soho, New York’s first new major construction in a generation. A deliberately delightful picture book reminded readers of the neighborhood’s charms and smiles, and told the tale of missing pets who help their owners find a new home, and each other—breathing some much-needed fresh air into a preceived idea of luxury. The project is widely considered a turning point in development marketing; the building broke all sales records for downtown Manhattan.

40 MERCER NYC

DEVELOPED BY André Balazs & Hines
ARCHITECT Ateliers Jean Nouvel
SALES & MARKETING The Sunshine Group

ILLUSTRATIONS Gérard Nicholas