Introducing a luxury residence to an up-and-coming neighborhood in Manhattan.
Soori High Line
Brand Strategy & Purpose Design + Motion

The Challenge

Soori High Line is a luxury residence on the high line in New York City offering resort living in the city. With a softening demand for luxury properties, Soori High Line needed a way to differentiate itself in a crowded competitive landscape.

The Solution

We analyzed the New York City luxury property market and realized that Soori High Line’s strongest attribute was its unique resort-inspired approach to urban living. We captured the brand’s unique value proposition in a high-end video showcasing architect Soo K. Chan taking us into his design process and demonstrating his unadulterated passion for the project. The video not only showed prospective buyers the one-of-the-kind craftsmanship behind the residence, but also the passion of the developers. The message was clear: by making a home at Soori High Line, residents were adopting of a lifestyle that made peace and tranquility a true north.

The Result

The video increased brand awareness and helped Soori High Line capture high-end luxury buyers in a landscape where similar buildings in its competitive set remained relatively vacant.

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