8 Spruce

Formerly known as The New York by Frank Gehry, the equity partners and asset management group of the $850M iconic skyscraper, awarded VMGROUPE with the prestigious responsibility to rename, rebrand, and elevate this worldly recognizable luxury residential masterpiece. VMGROUPE conducted a market overview, established a strategy, and defined the new look, voice, and tone, designed to last centuries and never go through another rebrand again.

Using the buildings permanent address, VMGROUPE named the building, 8 Spruce, and developed a suite of luxury applications desired by HNWI residents. Composed by Frank Gehry, 8 Spruce elevates living into an artform, blurring the lines between home and inspiration. The most notable feature of this building is its use of “Deconstructivism”, a brilliant architectural technique that centers around complexity and controlled distortion in a building rather than functionality and convention.