Interior Design | Experience Design | Wayfinding
Given the challenge of designing the entire 43 floors and 620+ apartments at 21 West End Ave., we considered what type of “extra room” families would want in their lives. As a result, we conceived, designed and curated a suite of amazing amenities not found in any other apartment building. We crowned the project with a behemoth 30×75-foot-long digital sculpture lovingly named Luci.
ICRAVE partnered with luxury developer The Dermot Company, art fabrication company UAP, and digital art specialist Niio to create New York City’s largest freestanding digital art installation located inside the new Upper West Side residential tower, 21 West End Avenue. ICRAVE designed the complete residential experience, including the hospitality-inspired amenities package, the full 616 residential units, the building’s branding and marketing collateral, its award-winning website and digital portal, as well as this state-of-the-art digital sculpture.
