Orchid V
One residence, one book.
- Role
- Creative direction and publication design
- For
- Finchatton, at Albany
- Years
- 2014 to 2015
The problem
Orchid Apartment V takes up the entire fifth floor of the Orchid building, in the superyacht marina at Albany. Architecture by Morris Adjmi, interiors by Finchatton. One residence, one buyer, and that buyer has seen every brochure there is.
The constraint
You don't market a home like this to an audience. You market it to a single person, and whatever you hand them has to be as considered as the residence itself. A PDF would have said the opposite of what the home says.
The decisions
Finchatton commissioned our in-house team to make a book. Sixty-eight pages, photographed by Julian Abrams, documenting the residence room by room in the way a buyer would actually walk it. The book is the sales piece, and it's also the first object from the home they take away with them.
The last ten percent 99
A clothbound cover with a blind-embossed orchid pattern and white foil lettering. You feel the orchid before you see it.
What changed
The book did what a brochure can't. It gave one buyer something worth keeping, made to the same standard as the home it describes.
Credits. Commissioned by Finchatton. Architecture: Morris Adjmi Architects. Interiors: Finchatton. Photography: Julian Abrams.