A Building That Lives For You
Rethinking New York luxury real estate for the post-pandemic class of cultural omnivores.
2020 CHANGED THE WAY WE LIVE FOREVER. RELATED GROUP MADE ITS NAME ON EXTRAORDINARY LUXURY BUILDINGS FOR THOSE DESIRING COMFORT AND DESIGN.
With a new landscape ahead of us, MATTE and Related Group partnered to create a new kind of luxury residence from the ground up—one that went beyond the amenities race to create a living building with dynamic programming, cultural connectivity, and community.
We needed to rethink the nature of luxury residences, starting with ideas of connectivity, fluidity, rhythms of the city, and culture.
All of that needed to come to life in Hudson Yards—one of New York’s most exciting underserved neighborhoods.
We worked outwards in, defining insights and conducting qualitative interviews to create six distinct personas and an understanding of the landscape, audience, and culture to develop a white space.
Our solution was to create not just a building, but a vertical neighborhood co-created by residents, local ambassadors, and the unmistakable thrum of New York City.
For us, a vertical neighborhood meant fostering a living culture within our walls, and inspiring connections with the world just outside of them.
BRAND IDENTITY
A more fluid lifestyle for a cultural set inspired our creative approach—finding inspiration in a more modular and organic design language that could shift with the needs and passions of our residents.
From placemaking, to brand building and cultural programming, our creative approach married bespoke luxury with the quality standards that made Related famous.
Our work encompassed all facets of the launch—from foundation identity work
to programming and activation playbooks.
AMBASSADOR PROGRAM STRATEGY
We tapped a roster of local tastemakers to activate the building—super-charging our programming and connecting residents to the beat of the city around them.
GO-TO-MARKET PLAN
We developed a comprehensive launch plan that reinforced our mission statement and tied together the different facets of The Set’s identity. Co-launching our first experience with cultural pioneer William Etundi Jr., we activated the key focal points that defined the The Set’s offerings.
CONTENT CAPTURE
A dedicated photoshoot helped us create assets (and develop renders) that established the look + feel of The Set. It provided a bank of digital and social content to serve as sales collateral and earned media through launch.
