Design Army‘s Gallery 64 campaign for Lowe breaks the mold for real estate branding by focusing on art rather than price or location. Gallery 64 offers a unique living experience as it shares a courtyard with the Rubell Museum of Contemporary Art. inspiring a curated and artful approach to the brand. The property name, which is also the street address (64 H ST SE), references the pivotal year of 1964, a time of cultural change, artistic explosion, and new interpretations of creativity.
Design Army’s branding approach for Gallery 64 is diverse and expressive, with many variations of the number 64 representing different aspects of art. The brand visuals are concepted as modern pop-art with primary yet polished colors and controlled graphic volume based on application. The results speak for themselves, with Gallery 64 becoming the hottest ticket in town. During pre-leasing, the brand’s Instagram gained an average of 200 organic followers per month, and at opening, Gallery 64 signed over 22 units in just two months, often with a waitlist for tours. Lowe got an impressive creative outcome by giving Design Army full creative freedom.
CREATIVE AGENCY: Design Army
Chief Creative Officer: Pum Lefebure
Account Director: Jake Lefebure
Executive Creative Director: Sucha Becky
Creative Director: Mariela Hsu
Creative Director: Heloise Condroyer
Art Director: Christos Zafeiriadis
Senior Designer/Animator: Jason Chae
Animator: Yeri Choi
Designers: ZiYi Xu, Chloe Jung, Yeri Choi, Tony Kim
Photographer: Dean Alexander
Stylist: Michel Onofrio
Glam: Dale Johnson
Food/Stylist: Sidra Forman