We received this little gem of a marketing brochure in the mail recently: “New York by Gehry.” It hawks Frank Gehry’s Beekman wares to the hoards of aspirational New Yorkers who, judging by the content of this brochure, are hoping to engage in some meaningful New York experiences via living in a giant ode to absurdly expensive, structurally-superfluous formalism.

It joins the ranks of countless other opaque branding strategies skewered in the press, from Gap’s new logo to a disastrous rebranding campaign for Tropicana. The photography itself is actually quite nice — it’s by dbox, Inc.

We’ve scanned four of the most nonsensical pages and added a few of our own. Can you spot the fakes?

A)

B)

C)

D)

E)

F)

G)

(Clearly a reference to this video.)

Oh and, please avail yourself of our commenting system below if you have anything wittier to substitute as a caption.

by Kelsey Campbell-Dollaghan

posted in Debate New Projects

tagged 8 spruce street, condo tower, frank gehry, LUXURY, marketing, new york, publicity, skyline

more articles by Kelsey Campbell-Dollaghan