NEW YORK, Oct. 3, 2016 /PRNewswire/ -- 50 West, a newly-constructed 64-story luxury condominium in Lower Manhattan today launches a global advertising and media campaign via QuallsBenson of New York. The agency crafted the "Defy the Laws of Luxury" campaign for client Time Equities, Inc., the building's developer.
The campaign is highly-conceptual, especially for the real estate market. The creative features five vignettes showcasing the condo's apartment homes, amenities, views, neighborhood and lifestyle. QuallsBenson shot the campaign inside styled model units of the Thomas Juul-Hansen-designed property. The photography emphasizes the breathtaking views seen just outside the curved glass windows conceptualized by world-renowned architect Helmut Jahn.
"From the moment you walk into one of these remarkable homes, you have an immediate sense of calm," said Troy Benson, Partner and Co-Founder of the building's Agency of Record. "We tried to capture that feeling of serenity you experience in the space, several floors above the bustling city." The ad creative shows subjects defying the laws of gravity, floating slightly above the floor as they carry on their normal daily activities. One vignette shows a man peering out of the 20-foot floor-to-ceiling windows, slightly levitating in his chair as his drink hangs in the air above the table beside him.
QuallsBenson brokered a partnership between Saks Fifth Avenue and 50 West. New York's premier upscale retailer provided fashion and accessories for the shoot to promote the opening of their new downtown flagship location inside Brookfield Place.
The campaign launches internationally today, with a major digital, print and outdoor media push throughout fall and into Spring 2017.
QuallsBenson is a Manhattan-based, full-service advertising and design agency dedicated to creating integrated branding and communications solutions. QuallsBenson's diverse team of specialists provides top-tier strategic and creative services in branding, advertising, design, and interactive development. Our work with both leading and emerging national and international brands focuses on the real estate and hospitality industries. For more information, please visit quallsbenson.com.
About Time Equities, Inc.
Time Equities, Inc. (TEI) is a full service real estate firm actively involved in the acquisition, development, conversion and management of commercial (office, retail, industrial) and residential properties throughout in US, five Canadian provinces, Germany, France, the Netherlands, and Anguilla, British Virgin Islands. For more than 50 years, TEI has found success in both bull and bear real estate markets. Our disciplined investment strategy focuses on staying "ahead of the curve."
About Saks Fifth Avenue
Saks Fifth Avenue, one of the world's pre-eminent specialty retailers, is renowned for its superlative American and international designer collections, its expertly edited assortment of handbags, shoes, jewelry, cosmetics and gifts, and the first-rate fashion expertise and exemplary client service of its Associates. As part of the Hudson's Bay Company brand portfolio, Saks operates 38 full-line stores in 22 states, five international licensed stores and saks.com, the company's online store.
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