The Chicago Spire, designed by Santiago Calatrava, was a proposed residential tower project by the Shelbourne Development Group. At its planned height of 610m, it would have been the second tallest building in the world.
The development was positioned as ‘The most significant in the world’, with prices for the 1,193 condominiums ranging from $750,000 to $40 million USD. The aspirations for the marketing were equally elevated.
Targeting an extremely select audience, an enticing alternative to traditional architectural CGIs was proposed as the basis for the initial marketing push. Learning that Calatrava’s graceful, rotating forms were inspired by the Nautilus shell, we explored other organic structures that reflected the architectural style. And working with specialist X-ray photographer Nick Veasey,we generated a series of beautiful images to evoke the essence of the building in a purely abstract way.
The resulting campaign featured across major airports in the US and UAE, and in key magazines in the Condé Nast stable, including Tatler, Vogue, and Wallpaper*.