The old Stanhope hotel had an amazing location, but lingering recollections of low ceilings and an older hotel were hurting sales of the new condominiums.

As part of a full rebrand, we offered a new name based on an unbeatable address: 995 Fifth Avenue. A coffee table book doubled as a brochure and the cover strongly brought home the association with the address.

Interior copy also played up on the building's Fifth Avenue setting, with the first page reading:

Some streets resonate with history. Others, like Paris’s Champs Elysées or London’s New Bond Street, are cosseted in luxury. There are streets alive with power, the address of presidents and premiers. And then there are streets, rarer still, that embody history, luxury and power all at once. New York City’s Fifth Avenue is one such street. Home to some of Manhattan’s first and finest mansions, Fifth Avenue will forever represent privilege and culture, tradition and strength. Frick, Carnegie, Vanderbilt: before these names graced institutions they were family names, families who chose, as the prerogative of wealth, to literally live large. They established lavish homes on Fifth Avenue facing Central Park, itself both beautiful and vast. But on this renowned street, within this remarkable city, not all numbers were created equal. Some of the more revered buildings were designed by Rosario Candela, with simple understated exteriors and palatial interiors. 834 Fifth Avenue, 960 Fifth Avenue, 1040 Fifth Avenue: all bore Candela’s signature style. More than seven decades later, they still conjure up images of beauty, and many of these structures have acquired their own sheen of history. 995 Fifth was perhaps better known than its siblings, sometimes by its number, sometimes by a name: The Stanhope. Some came for the location, directly opposite the Metropolitan Museum of Art. Some came for the impeccable service. Some for the hotel’s lore and legends. Whatever the reason, for so many well-heeled visitors, The Stanhope was their New York home.