Allis | 712 5th Avenue | Fortune favors the bold.

712 5th Avenue

Branding

Photography

Art Direction

Interactive

Fortune favors the bold.

With an iconic Manhattan address and a newly renovated lobby by Kohn Pederson Fox, this Fifth Avenue classic demanded a sleek reimagining to draw in a new generation of prominent players.

Client

Paramount Group

Location

New York, NY

Brand Strategy

To suit an evolving pillar of Midtown mastery, the branding for 712 5th Avenue deftly balances the stately character of its grand address with the energy of the modern moment.

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Photography

Capturing Midtown through a fresh lens meant looking beyond the iconic skyscrapers. From the lush greenery of Central Park to intimate lifestyle shots, we created a tableau of New York’s most familiar neighborhood that was alive with equal parts art and action.