Placemaking in Chicago
Chicago has 77 neighborhoods – this will be its 78th. The 78 is an ambitious ground-up development of new live-work-play community on Chicago’s largest remaining unbuilt parcel of land. It is being designed and developed by SOM and will be a leading-edge integrated development with “Chicago-Soul” written into its DNA. Red Leaf has been engaged at these early stages to create stunning marketing imagery when a real sense of place and local life are critical. Our role has been to create a real sense of place for this neighborhood while intelligently infilling design where needed for context.
Tags
Client
Related Midwest
Project Architect
SOM
Location
Chicago, IL
Team
Derek Chan
Janet Kim
Andy Liu
Oscar Obando
Christian Ritchie
Henry Wu
Art Directing The Perfect View From Waterfront to The Loop
For a masterplan, the right hero shot can help catalyze momentum behind the vision of a project. We worked hard with Related to find the ideal view to create an epic all-encompassing shot of the project that was truthful and compelling in its communication of a future-looking waterfront development with adjacency to the Chicago Loop by way of the Willis Tower.
Creating an Exciting Landscape and Public Realm
SOM had a clear vision for the architecture but the public realm and landscape had only loose brushstroke design ideas. Red Leaf lead the team toward visual results respected existing planning principals but infused with specificity for reality and creating buzz.
Layering Lifestyle into an SOM Design
The ask was simple: Give us an image that would stand out for featuring the project’s central “landscraper”. Our solution was equally simple: How about changing up the season to autumn?
