The marketing program for the Audrey Matlock-designed Chelsea Modern was a tangible translation of her architectural concepts and forms. The building’s distinctively angled facade, the precisely considered gallery-like interiors, and the 24/7 West Chelsea neighborhood each, in different ways, provided the foundation for the content and design of the program. Every gesture of every element, from typography to paper choice to sales space finishes, translated and expressed the property’s physical characteristics, experience, and context. In this way potential buyers could experience the property before it was actually built.

We collaborated with the architect to design a 4,000 square foot architectural experience, with full-sized reproductions of the angled facade and the tiled pop-out windows, used as surfaces to both deliver information about the building and neighborhood respectively. In the spirit of modernist transparency, text—installed at eye-level along the entrance and meeting room walls—listed the thousands of different building materials used in the property construction.