The Dylan, a luxury residential building on New York City's 5th Avenue, sought to enhance its resident experience and showcase its premium amenities. In a competitive luxury rental market characterized by high costs, discerning renters, and a demand for exceptional value, The Dylan recognized the need to go beyond standard offerings. This project focused on creating and promoting a unique resident event—a rooftop sunset party—to foster community, showcase the building's stunning rooftop deck, and provide a memorable experience for residents. This initiative aimed to address the pain points often experienced by luxury renters, such as a lack of community and a desire for greater value, while capitalizing on the vibrant nightlife and entertainment scene surrounding the building in Koreatown.
The challenge was multifaceted. First, the event needed to attract a discerning audience of students and young professionals, accustomed to high-quality experiences. Second, the marketing materials had to effectively communicate the event's unique appeal and create a sense of exclusivity. Third, the event itself needed to be flawlessly executed, from the logistics and entertainment to the food and beverage service. Finally, the entire project, from design to execution, needed to reflect positively on both The Dylan and myself as the event organizer and designer.
Taking a holistic approach, I managed every aspect of this project, from initial concept to final execution. I began by interviewing the property manager to understand the residents' demographics and preferences. I then conducted an on-site photoshoot of the rooftop deck, capturing stunning views of the surrounding cityscape, including the iconic Empire State Building. These images became the centerpiece of the marketing materials, visually communicating the event's unique appeal and creating a sense of place. The design, created in Photoshop, featured clean lines, simple yet compelling copy, and a focus on the breathtaking views. The messaging highlighted the end-of-summer theme, the opportunity to enjoy the luxury amenity, and the promise of live DJ entertainment, food, and beverages. During the event, I oversaw all aspects of the execution, including vendor coordination, food and beverage service, audio/visual setup, and, finally, DJing the event myself. This comprehensive approach ensured a seamless and memorable experience for the residents.
The rooftop sunset party was a resounding success. Residents filled the rooftop deck, enjoying the music, food, beverages, and stunning views. The event fostered a sense of community and showcased The Dylan's commitment to providing exceptional resident experiences. The positive feedback from residents, including inquiries about future events, demonstrated the impact of the event and the effectiveness of the marketing campaign. This project showcased my diverse skillset, encompassing event planning, marketing design, photography, and DJing. It also demonstrated my ability to take a holistic approach to event creation, resulting in a memorable experience that benefited both The Dylan and my own professional portfolio. The success of this event has led to ongoing discussions with The Dylan regarding future resident events, further solidifying the value of my contributions.
Design Disciplines: Event Design, Marketing Design/Graphic Design, Photography, Experience Design, Sound Design (DJing)
Design Skills: Visual Communication, Project Management, Client Communication, Photography Skills, Problem-Solving, Event Production/Execution, Musical Skill/Sound Design (DJing)
Digital flyer
Printed flyer, placed on elevator in residence building
