Located in the East Village, IDEA1, is the cornerstone for a revitalized community that recognizes the importance of art, architecture, and interaction for inspiring success in business and life. The result is a neighborhood that is as eclectic as it is refined, where repurposed spaces become charming places. Collaborate with your neighbor, catch a morning yoga session, grab a cup of craft brew, refresh in a tower spa, socialize overlooking the city, IDEA1 – a place that inspires creative achievement and urban embrace. “You have arrived”.
With IDEA1 we helped developers David Malmuth and Pete Garcia authenticate their vision for a meaningful brand experience through original graphic executions. Working closely with the development team we designed an environmental identity for the project that evokes the spirit of East Village. A “repurposed” large blade sign announces the project to the trolley below. Images of unusual and sometimes quirky patent ideas layered with “idea” bulbs are composed in custom wall installations to enhance the interior corridors. The voices of successful individuals are displayed through quotes to support the concept of innovation and entrepreneurship. IDEA1 residents can provide a glimpse of their personal brand, status, passions, or other expressions through the use of slide-in cards posted on their door. IDEA1 is an environment that supports expression, concepts, interaction, and innovation because “the secret of change is to focus all of your energy, not on fighting the old, but on building the new.” –Socrates