Related Group - The Set, Hudson Yards

Role: Client & Project Management

Strategy / Branding / Visual Identity / Content Creation

With a new landscape ahead of us after the pandemic in 2020, MATTE partnered with Related Group to create a new kind of luxury residence from the ground up—one that went beyond the amenities race to create a living building with dynamic programming, cultural connectivity, and community.

Our solution was to create a “vertical neighborhood” - a living culture within our walls, and inspiring connections with the world just outside of them.

From placemaking, to brand building and cultural programming, our creative approach married bespoke luxury with the quality standards that made Related famous.