THE PALACE, JERUSALEM - RESIDENCES by Y&R California for Waldorf Astoria

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THE PALACE, JERUSALEM - RESIDENCES

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Y&R California
Executive Creative Director Anthony Dibiase
Released September 2009

Credits & Description

Category: Publications
Advertiser: HILTON WORLDWIDE
Product/Service: WALDORF ASTORIA
Agency: Y&R IRVINE
Date of First Appearance: Sep 10 2009 12:00AM
Entrant Company: Y&R IRVINE, USA
Executive Creative Director: Anthony DiBiase (Y&R Irvine)
Senior Art Director: Imke Daniel (Y&R Irvine)
Senior Copywriter: Sariah Dorbin
Associate Creative Director/Copywriter: Josh Lieber (Y&R Irvine)
Junior Art Director: Heather Conkling
Associate Production Director: Kara Larosa (Y&R Irvine)
Account Director: Vayshali Bhakta (Y&R Irvine)
Account Executive: Melissa Bresler (Y&R Irvine)
Group Account Director: Julian Sandy (Y&R Irvine)
Printer: (Color Graphics)
Media placement: High-End Brochure For Sales Presentations - Handed To Customers During Presentations; Addt'l 1,000 Mailed To Prospects Throu - 10 September 2009

Describe the challenges and key objectives
Stimulate. Evoke. Immerse. Few have experienced Waldorf-Astoria — for those who have, the legendary blend of service, grandeur, and unparalleled luxury is something that cannot be described. It must be lived. Our challenge was to recreate this mythic experience within the context of the planet’s most revered city — extending the Waldorf-Astoria brand to a world far beyond its Park Avenue home. This presented a unique design challenge: How does one marry Waldorf-Astoria elegance and opulence with Jerusalem’s religious and historic identity? Since the residences hadn’t been built, the brochure needed to achieve these ends without actual images from the final properties.

Describe the brief from the client
The Palace, one of Jerusalem’s finest hotels in the 1930s, is being completely restored and rebuilt by Waldorf-Astoria. The new hotel property will open in 2011 and includes 30 of the most exclusive private residences in the city, aimed at the very highest echelon of US and European Jewish society. As the rebuilding project commenced, Waldorf-Astoria needed a sales presentation brochure like no other; one that would allow Waldorf-Astoria to start a dialogue with these very wealthy prospective clients….but would also capture that indescribable Waldorf-Astoria sensibility.

Describe how you arrived at the final design
More than a brochure, this project begged to be a journey — a transcendence of 2D ink/paper into an experience that harnesses the essence of Waldorf-Astoria. The odyssey begins on the sleeve, as the traveller steps through the iconic arch into our exclusive world. Inside, his journey continues across imagery inspired by the New York landmark, as well as timeless religious/historic visuals. Additional design cues are drawn from the golden “Jerusalem Stone” defining the city, as foil treatments capture the way light bathes the ancient architecture. The journey culminates in a rich, tactile experience that has bridged two otherwise contrasting worlds.

Give some indication of how successful the outcome was in the market
Since the brochure was printed, Waldorf-Astoria has sold eight of these exclusive residences, and are in final negotiations on two more. This will bring the sales total to $52M, a superb achievement in times of unprecedented economic hardship for a product still only on the drawing board. Waldorf-Astoria is developing other partnerships throughout the world and is using the Jerusalem Palace Project brochure as the gold standard to follow.