Designed by renowned hotelier André Balazs, 15 William first went on the market in 2006. When it launched the target consumer was the aspirational “Wolf of Wall Street” but in the aftermath of 2009’s global financial crisis, 65% of the units remained unsold.
GrayAnderson was hired to reposition the property to appeal to a more family-oriented consumer target. With “Downtown Updated” we delivered a communications platform that spoke to a renewed sense of optimism and transparency. This laid the foundation for all creative development including an overhaul of the building name, its visual identity and marketing materials.