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50 West Launches Global "Defy the Laws of Luxury" Campaign

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Published
10/03/2016 by

50 West, a newly-constructed 64-story luxury condominium in Lower Manhattan today launches a global advertising and media campaign via QuallsBenson of New York.  The agency crafted the "Defy the Laws of Luxury" campaign for client Time Equities, Inc., the building's developer. 

The campaign is highly-conceptual, especially for the real estate market.  The creative features five vignettes showcasing the condo's apartment homes, amenities, views, neighborhood and lifestyle.  QuallsBenson shot the campaign inside styled model units of the Thomas Juul-Hansen-designed property.  The photography emphasizes the breathtaking views seen just outside the curved glass windows conceptualized by world-renowned architectHelmut Jahn.

"From the moment you walk into one of these remarkable homes, you have an immediate sense of calm," said Troy Benson, Partner and Co-Founder of the building's Agency of Record.  "We tried to capture that feeling of serenity you experience in the space, several floors above the bustling city."  The ad creative shows subjects defying the laws of gravity, floating slightly above the floor as they carry on their normal daily activities.  One vignette shows a man peering out of the 20-foot floor-to-ceiling windows, slightly levitating in his chair as his drink hangs in the air above the table beside him.

QuallsBenson brokered a partnership between Saks Fifth Avenue and 50 West. New York's premier upscale retailer provided fashion and accessories for the shoot to promote the opening of their new downtown flagship location inside Brookfield Place.

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