In our November issue, out this week, we reported that Third Eye Design has created the identity and website for architect Santiago Calatrava‘s latest project, Chicago Spire. We only showed one screengrab of the website in the magazine so we thought we’d show a little more of the project here as Third Eye Design has been responsible not just for the identity and site – but for creating all print work – from brochures and books through to business cards and letterheads and also conceiving and creating the advertising.
“The identity, logo mark, web and advertising campaign have been based around the strapline we created: Inspired by Nature, Imagined by Calatrava,” explains Third Eye’s James Groves. “We worked with illustrator Russell Bell to create the logo, which incorporates both the footplate of the building and the natural inspiration from the shells that Calatrava keeps wiht him on his travels, and also a series of patterns based on its repetition.”
The book introduces the reader to Chicago and to the Calatrava’s previous projects – before showcasing the Spire – from conception through to beautifully crafted, photo-realistic renders of appartment interiors. Third Eye Design commissioned all the photography and 3d renders
And in case you were wondering what the building itself will look like, check out the render below. At a whopping 2000 feet tall, the elegantly twisting tower will contain 1200 residences (and no offices)over 150 floors and be the tallest building in the US when it’s completed in 2011.
The global marketing campaign begins this month and Third Eye Design will continue to manage it throughout the life of the project’s construction. It includes a global print and outdoor advertising campaign, digital experiences, 3D visualizations, a major international travelling exhibition (which will take in Dublin, Hong Kong, Shanghai, Kuala Lumpur, Tokyo, Mumbai and Johannesburg early next year), an experiential sales centre in Chicago, all print literature – and an integrated web campaign.
“It is an incredibly exciting scheme in a city that produced the world’s first skyscraper in 1885 and embraced the work of architectural masters such as Mies Van der Rohe and Frank Lloyd Wright,” says Mark Noë, Group Managing Director of Third Eye Design. “Calatrava is another such master and with his vision we believe this is the most architecturally significant residential building in the world setting new standards for homes. The planning permission also comes at a time when the US Olympic Committee has selected Chicago as the 2016 USA applicant city.”
For more info, check out the Chicago Spire website: http://www.thechicagospire.com/