100 11th Avenue

Designed by Pritzker Prize-winning architect Jean Nouvel, 100 11th Avenue redefines the relationship between architecture, light, and urban landscape. Situated at a singular vantage point along the Hudson River, the building’s signature curving façade—composed of hundreds of uniquely shaped panes of glass—captures and refracts the ever-changing reflections of water, sky, and city. This mosaic of transparency and opacity creates an ever-shifting dialogue with its surroundings, echoing Nouvel’s vision of architecture as both a lens and a mirror.

The marketing campaign by Pandiscio Green, developed under the creative direction of Alexander Kellas, translated this conceptual richness into a visual identity that mirrored the building’s fusion of technology and artistry. Instead of following conventional luxury real estate branding, the campaign embraced Nouvel’s meticulous research and experimental design process, celebrating the building as a living, breathing composition of light and form. By highlighting 100 11th Avenue’s ability to dissolve boundaries between interior and exterior, structure and environment, the campaign positioned the project not just as a residence, but as an architectural experience—one that redefined high-design living in West Chelsea.