GID Development Group + Corcoran Sunshine Marketing Group - Eight Inc.

GID Development Group + Corcoran Sunshine Marketing Group.
Disrupting the Home Buying Experience.

Introduction

“New York’s Fastest-Selling Development” by Architectural Digest

When national real estate organization, GID Development Group, and their sales and marketing team, Corcoran Sunshine Marketing Group, approached us to create a sales gallery buyer experience for their unparalleled luxury residential condominiums at Waterline Square, we knew that it was a worthwhile challenge.

The masterplan for Waterline Square encompasses nearly five acres and will be located in Manhattan along the Hudson River from West 59th Street to West 61st Street, where Midtown meets the Upper West Side. The collection of three iconic buildings consist of One Waterline Square, designed by Richard Meier and Partners Architects, Two Waterline Square by Kohn Pedersen Fox Associates and Three Waterline Square by Rafael Viñoly Architects.

Waterline Square plays a critical role in completing the Riverside Master Plan. When it began more than two decades ago, the Riverside Master Plan was designed to transform 77 acres of waterfront land along Manhattan’s Hudson River into a premier residential neighborhood. Waterline Square is a rare opportunity to complete the development of the last remaining parcels of this important waterfront masterplan.

With such a prominent development underway, the journey for the customer had to start in the 9,000 square foot sales gallery. The project required us to collaborate with and integrate the visions of all notable architects, three renowned interior designers and the star players designing the landscape and amenity spaces of Waterline Square. The result is the first-of-its-kind residential sales gallery experience dedicated to redefining the buyer journey.

Waterline Square Sales Gallery

“The digital experience did not overwhelm the warm sensibility that needed to be communicated when selling homes.  Eight Inc. brought a fresh perspective to marketing residences, and the collaboration has proven to be enormously effective.” –  Melissa Ziweslin, Managing Director, Corcoran Sunshine Marketing Group

Buyers start in a monumental lobby which immediately signals the development’s connection to the Hudson River through a richly ornate water rain curtain feature. Buyers transition from the lobby through a portal in the water feature into a darkened film room which presents the Waterline Square team’s vision for their unique designs.

Following the film, the buyer is guided to a soaring gallery space which introduces the location, the communal park space and the three bespoke buildings. Supporting this experience are a green wall, connecting the buyer back to Central Park and the river, as well as a large scale LED wall showing full scale views of each apartment. Signage panels  flank these experiences, allowing for a deeper dive into the concepts behind each building. Adjacent to the gallery is an luxurious seating area which provides a relaxing environment in which the buyers can view the vast and unprecedented amenity package Waterline Square offers.

The technology within the space is invisible and creates a seamless buyer experience. We worked with Lutron to create a distinct system that integrates both commercial and residential lighting integration. The Corcoran Sunshine staff can control the lighting, sound system, the digital screens and and the architectural models showcasing every model unit from an iPad digital interface.

The experience journey will ensure that once the buyer passes through the secondary threshold into the three distinct building model units, they have a predefined understanding of the development, the architects, the interior designers, the amenities, and begin to initiate their decision making process of,  ‘which of these three buildings do I belong in within this legendary living experience.’

Construction for the development is expected to be complete by the end of 2019.

Credits

Photography and Video by SGM Photography

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