new york, new york, united states
CLASSIFICATION
Commercial, Mixed-Use
CBRE
EJME
Edward Larrabee Barnes
Foster + Partners
Brand Strategy + Identity
Web Design & Development Print Collateral
Illustration
Creative Direction
Photography
Digital Twin
An Address of Distinction
Poised in Manhattan’s Plaza District. Flanked by the allure of luxury and landmarks. Overlooking the green expanse of Central Park. 590 MADISON is an icon of the Avenue—an address of distinction with access to it all. Brilliantly towering on the corner of 57th street, natural light bathes the building as experiences entice inside and out.
Working closely with ownership and its leasing agents, EJME and CBRE, 590 MADISON has been reimagined and repositioned for the modern era. Through a new strategy, visual and verbal brand identity, branding, website design, digital twin, and full suite of marketing materials, we are thrilled to be present the new 590 MADISON—for the established.
While 590 MADISON has long been an iconic address, our goal was to reposition it as an experience—one that speaks to modern professionals who seek more than just a workspace. We set out to redefine the building's narrative by emphasizing its role as a place of connection, convenience, and curated luxury.
DIGITAL TWIN
One of the most exciting components of this project was the creation of a Digital Twin—a fully immersive, interactive experience that allows prospective tenants and brokers to explore the building beyond static renderings. This technology reinforces 590 MADISON's identity as a place of engagement and innovation, giving users the ability to navigate office spaces with customizable layouts, common areas and amenities that define the experience of working at 590 MADISON, and key features that make the building a standout destination.
