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The Innovation Center

  • 500 County Ave

    Secaucus, New Jersey 07094

150 East 72nd Street. High Luxury. Simple Style.

150 E. 72nd Street is a luxury residential building located at one of the most prestigious addresses in New York City. This 100 year old building was completely re-envisioned by the developer to incorporate the original architecture and grand historical tradition with the modern conveniences and amenities of the Upper East Side profile. Our challenge was to create a brand that was in alignment with these initiatives; creating a simple and understated identity that still held true to the history of this groundbreaking collection.