Projects

The Greenwich Experience

Location
New York
Category
Residential
Client
Bizzi & Partners Development
Architect
Rafael Viñoly Architects
No. of Units
3 model residences
Project Scale
12,000 sqft
Services
Interior Architecture and FF&E Design
Completion
2019

A Custom Experience

At the Sales Suite for The Greenwich, residents were able to experience the three rich, textured palette options designed by MAWD, named Aqua, Terra and Stratus in reference to the Hudson River, the Downtown area and the sky.

In addition to being inspired by the neighborhood, the interiors had to echo the architecture of a master. Rafael Viñoly Architects are responsible for some of the most beloved civic and cultural buildings around the world, including award-winning museums, performing arts centers, convention centers, arenas, hotels and residential complexes as well as large urban commercial and institutional master plans.

sales suite gallery office
MAWD designed three model units within the sales experience.
sales suite lobby
Signature finishes from the building's lobby were reinterpreted into the sales suite lobby.
The interior is quite dark, a little mysterious, but comfortable and warm.
New York Times
building model in reception area showcases viñoly's architecture
The building model in the reception area showcases Viñoly's architecture.
custom armchairs & signature wood fins in lounge
Key pieces from the building, such as these MAWD-design custom chairs and signature wood fins, were used to provide an authentic experience for potential residents.

Details Matter

MAWD created a sales suite that would achieve the goals of the residences, which was to amplify space, light and the building's architecture. Time and attention were taken to confirm every design choice was perfect and reflected the overall aesthetic of Viñoly's vision.

In addition, to take advantage of the sales suite's height, special conservation was given to layouts and placement, and seating groupings were positioned to maximize the phenomenal views.

sales suite living room
The living area features an Art Deco furniture package.
sales suite sink & bar faucets
The Aqua palette featuring faucets designed for The Greenwich by MAWD.

Look and Feel

While a sales suite needs to incorporate the materials used in residences, it is equally if not more important to convey the feel.

At Home in the Sky

The apartments at The Greenwich are multi-adaptable, functioning differently depending on the time of day and use, and it was important that the sales suite allowed for movement in the same way. In the master bedroom, the bed was placed in the center of the room to optimize flow. Symmetry and proportion were central to planning the bathrooms, which feature bespoke surfaces and fittings.

wall mounted sink faucets
MAWD designed custom headboards for the master bedroom complete with custom bedding by Nattier.
master bedroom custom designed headboards
The Aqua palette was designed in an homage to the Hudson River.
living room armchairs and coffee table
The studio residence is shown in the Stratus palette.

Twenty-Four / Seven Living

Informed by the experience of designing for superyachts, where clean efficient design is a must in even the most opulent of spaces, appliances at The Greenwich were designed to be concealed behind millwork when not in use, resulting in a modern, efficient presentation that is more "bar" than "kitchen."

The result is designed to appeal to The Greenwich's demographic, a group that appreciates both quality and efficiency in their home.

tv units with 360 degree rotating stands
MAWD designed custom pop-up TV units with 360 degree rotating stands to provide maximum functionality.
clean contemporary looking kitchen designed to camouflage wall mounted appliances
The kitchens were designed to camouflage wall mounted appliances for a clean, contemporary look.

Engaging the Senses

While the views at The Greenwich speak for themselves, the materials within the sales suite needed to be experienced to understand the quality of finishes.

Three Distinct Palettes

At every turn in The Greenwich Street, MAWD took great care to select refined, enduring materials and finishes, and each residence reflects with a custom-designed palette. The sales suite needed to do the same. With subtle, complementary hues borrowed directly from the elements, bespoke surfaces and fittings were carefully selected for each palette, along with expanses of Calacatta Covelano marble, stone and polished nickel.

sleek wooden table in dining area
The breakfast area in the Terra residence is at once sleek and relaxed.
artwork on the wall provided by art capital partners
MAWD collaborated with Capital Art Partners to select pieces that would complement the energetic vibe.
Our goal was to create a space that could communicate not only the aesthetics of The Greenwich, but also the experience.
Elliot March
residents lounge with views across the hudson towards the statue of liberty
The residents lounge emphasizes the views out across the Hudson towards the Statue of Liberty.