40 East End Avenue is an elegantly crafted 19-story condominium building conceived by Deborah Berke, the first woman to helm the Yale School of Architecture, as a rejoinder to anonymous glass towers. We commissioned the up-and-coming French artist Julien Colombier to produce spirited paintings of local foliage for the new building’s marketing campaign.
Services: Creative Strategy, Storytelling, Art Collaboration, Sales Gallery Experiences, Identity, Art Direction, Environmental Graphic Design, Naming, Digital Design
Julien Colombier's site specific mural in the 40 East End sales gallery
40 East End Avenue is located in the Upper East Side enclave Yorkville, where tree-lined streets lead to verdant Carl Schurz Park and the East River Esplanade. Jakob Jakob integrated this romantic, historic landscape into the 40 East End Avenue brand narrative by asking Julien Colombier to reinterpret neighborhood foliage through painting. Strongly informed by skateboarding culture, Colombier’s compositions provided an attention-getting counterpoint to Berke’s intellectual design.
Within our creative collaborations, we translate aspects of the project’s character into a cultural brand experience.
Our branding of 40 East End focuses on the life in and around Carl Schurz Park, but also deeply considers the diverse architectural fabric into which the condominium is so gracefully ingratiated. Yorkville’s landmarks range from the 220-year-old Gracie Mansion to preeminent examples of Beaux-Arts and Art Deco apartment living.
Deborah Berke, the design architect for 40 East End, has lived in the east end neighborhood for many years.
With 40 East End Avenue, Berke studied the optimal balance between repose and social interaction, as well as melded interior and outdoor living
There is an active spirited community here of all ages – a sense that everyone is welcome. East End is a charming and peaceful neighborhood where residents here even know the names of each other’s dogs. Captured by photographer Hatnim Lee
The 40 East End Sales Gallery
Julien Colombier's site specific mural in the 40 East End sales gallery
Windows are an opportunity for us to create memories. We invited the celebrated muralist Dean Barger to devise a panorama for the sales gallery that expresses a dialogue between the cityscape and nature.
