One Kenmare Square

One Kenmare Square was the first real estate branding and marketing project for Richard Pandiscio and his company, then Pandiscio Co. (now Pandiscio Green), initiating a distinctive approach to storytelling in urban development. Under the creative direction of Alexander Kellas, I helped shape the identity of this new residential building at the crossroads of Chinatown, Little Italy, and SoHo—a location with no official “square,” but one we named into existence. The branding centered around an artful dialogue between developer André Balazs and architect Richard Gluckman, highlighting the creative tension between their aesthetic philosophies: opulent versus minimal. This narrative, combined with the building’s sleek, undulating façade and its bold new address, captivated buyers and the public alike, fueling rapid sales success—95% of units sold within two weeks. The project not only redefined its surroundings but also set the tone for Pandiscio Green’s future work in real estate branding.