PORTFOLIO ABOUT
MY ROLE:
SENIOR ACCOUNT DIRECTOR WITH MATTE PROJECTS
Related Group approached MATTE with a new challenge in the wake of 2020, a moment that fundamentally reshaped how we live. Known for developing extraordinary luxury residences rooted in comfort and design, Related saw an opportunity to rethink the category for a new era.Together, MATTE and Related partnered to envision a new kind of living experience from the ground up.
As client lead on this multi-year project, consistency, thoroughness, and thoughtful attention to detail were essential to sustaining a strong, enduring relationship with a client rooted in hospitality. The extensive SOW for the Set spanned naming, brand book development, and the design of marketing and leasing collateral, including illustrated renderings, signage, and a custom website. The scope also included campaign content production, partnership and ambassador outreach and negotiations, development of a programming toolkit, and creative direction and experiential production for the grand opening.
As the project evolved, so did the scope. Proactively identifying client needs before they were fully articulated was key to driving the account’s growth. Given the long-term nature of the engagement, strategically actvating and pausing internal resources ensured efficiency while maximizing profitability.
MATTE partnered with Related Group to reimagine what a luxury residence could be, creating a new kind of living experience in Hudson Yards. Moving beyond the traditional amenities race, the concept centered on a “living building” defined by dynamic programming, cultural connectivity, and a true sense of community.
From the outset, MATTE led the placemaking strategy, developing the name and brand book to guide design decisions throughout construction. Grounded in audience insight, we conducted qualitative interviews and built detailed personas to better understand the cultural landscape and identify a clear white space. The result was not just a building, but a vertical neighborhood shaped by local ambassadors and infused with the unmistakable energy of New York City.
This more fluid way of living informed a creative approach rooted in modular, organic design, allowing the brand and experience to evolve alongside its residents. From placemaking to brand development to cultural programming, the work brought together bespoke luxury with the level of quality synonymous with Related.
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