Pandiscio Co.Pandiscio Co.

40 Mercer

40 Mercer

Far too important to take seriously

"Life," observes a character in an Oscar Wilde play, "is far too important a thing ever to talk seriously about it." That lightness of heart and depth of meaning became our approach for an important new residential development by architect Jean Nouvel, a monumental structure in heavy-duty steel and glass, and Soho, New York's first new major construction in in a generation. A deliberately delightful picture book reminded readers of the neighborhood's charms and smiles, and told the tale of missing pets who help their owners find a new home, and each other—breathing some much-needed fresh air into a preceived idea of luxury. The project is widely considered a turning point in development marketing; the building broke all sales records for downtown Manhattan.

40 Mercer

40 Mercer Street, NYC

Credits:

DEVELOPER
Hines & André Balazs

ARCHITECT
Ateliers Jean Nouvel

GYM DESIGN
Roman and Williams

SALES & MARKETING
The Sunshine Group