SPIRIT FRUIT: SUMO ORANGE
MOOD: CLASSIC MODERN: SOPHISTICATED, TASTEFUL, UNDERSTATED, MINIMALIST WITH ATTENTION TO DETAIL
VISUAL DIRECTION: GALLERIES, HISTORIC ARCHITECTURE, NEUTRAL COLORS, OLD STYLE AND MODERNIST TYPOGRAPHY
87th Street and Third Avenue is located on the boundary of Yorkville and Carnegie Hill, smaller neighborhoods within the greater Upper East Side. The area is rich with historical landmarks, many of which were originally private mansions and are now cultural institutions. Today’s Museum Row along Central Park was once called Millionaire’s Row.
These historic buildings are heavily inspired by classical architecture—for example, the Beaux-Arts Metropolitan facade at the Museum of Art. This traditional style reflects the generally conservative attitude of the neighborhood. The art museum and gallery culture of the area allow for modernist influences, including The Guggenheim and the Met Breuer.
The store opening is framed as an art opening, showcasing fully hand-drawn typography and illustration, executed in graphite and colored pencil to suggest fine arts media and reference the Upper East Side’s rich history of galleries and museums. Post-opening announcements play off of the “Now Open” language with an invitingly peeled orange.
The campaign includes a direct mailer (pictured), bus stops, subway posters, and turnstiles. Designed and illustrated by Jon Anderson. Additional designs and animations by Diana Adaros and Lauren Olivieri.
Canvas bags were given to grand opening guests, featuring store department names. Text on side A, corresponding graphic icons on side B. Designed by Nick Bell.
Includes specifications and guidelines for the use of color, fonts, typography, social media, and a variety of illustrations and graphic elements.
