This Lower East Side building was originally referred to as “Red Square” due to the Vladimir Lenin statue that hailed from the roof. The original developer, Michael Rosen, was an activist and former professor of radical sociology at NYU. He strove to maintain the bohemian culture of the area by hiring artists to contribute to the design of his buildings. Among the many artists, Michael Rosen commissioned to contribute to 250 Houston, was well-known designer Tibor Kalman. Kalman designed a clock as part of his series titled, “Askew”, which still sits atop the building.
I used Kalman’s influence to create the branding for this redevelopment project. By incorporating his work into the envisage of the buildings’ new identity, I convinced the new developer to maintain the original Kalman exterior details, as well as incorporating other quirky design elements from the branding throughout the interiors of the building.
One of the most personally satisfying aspects of this project was collaborating with the architecture firm of Bromley Caldari and the late Tibor Kalman’s wife, Maira Kalman a writer, author, and designer to properly restore the clock that makes the building such a landmark. Bold New York has recently proposed an opportunity for social media interaction by putting Tibor Kalman's clock on the on the 20’x50’ temporary entrance, asking "When's Your Time?", and using our hashtag #itstimetothrive
- Project Roles
- Creative Director
- Adobe Illustrator, Adobe Photoshop
- Brand Guidelines, Environmental Design
- Project Industries
- Real Estate