111 West 57th – The Steinway Tower
111 W 57th Street’s Landmark Penthouse, a model residence with a strong artistic history.
What We Did:
Interior Design / Staging Concept
FF&E Selection
Art Curation
Model Residence Activation
frenchCALIFORNIA brings museum-quality pieces to a Landmark Building
111 West 57th Street is a piece of New York history that transports visitors back to the roaring 20s. Composed of the original landmark Steinway Hall building and with a new modern tower, the luxury condominiums bring together the best of New York’s art history and modern design to create an exciting and beautiful creation.
frenchCALIFORNIA used this history as the inspiration for a unique model residence filled with luxury furniture and works of art, featuring pieces from 1900 to 2019.
FEATURED IN
The exhibition of collectible design and decorative artworks was co-curated with Gabriel&Guillaume, a renowned gallery dedicated to celebrating decorative arts and Cueto Art Advisory. They put together a remarkable collection of paintings, photographs, and sculptures from major artists such as Diane Arbus, Robert Mapplethorpe, Hans Hartung, Jean-Michel Othoniel, Rudolf Stingel, Max Ernst, Henri Laurens and Bernar Venet.
An extraordinary model residence, housed in the Landmark Penthouse, located atop Steinway Hall
Led by SHoP Architects and Studio Sofield, the Steinway Tower was reimagined to host light-filled pre-war residences that honor the heritage of this cherished landmark.
frenchCALIFORNIA’s exhibit takes visitors through history with pieces from all over the world. Magical architecture set the scene for a wide range of stunning art and furniture pieces that invoke an emotional connection to both them and the property.
“Bringing together rare design pieces from Lebanon, Italy, France and Brazil, a new exhibition by [...] includes a unique Gio Ponti library from the 1930s, a collection of pieces from Brazilian designer and architect José Zanine Caldas, an early sofa by Zaha Hadid from the late 1980s, as well as other special designs.”
frenchCALIFORNIA’s concept was to ignite the spirit of the historic space by connecting it with the great modern opportunities in New York City.
frenchCALIFORNIA wanted to bring together museum-quality pieces and contemporary designs to inspire imaginations. The magic of its architecture was the perfect background to gracefully mix Brazilian modernist furniture, Italian and French mid-century modern, and unexpected 1980s masterpieces.
The model residence was featured in major outlets all over the world. VOGUE, Architectural Digest, Hypebeast, WhiteWall, ARTNET, Robb Report and more...
Pieces such as a late 1980s sofa from Zaha Hadid, Gio Ponti’s bookcase from the late 1930s, a rare collection of furniture pieces from Brazilian master José Zanine Caldas, works from French star designer Garouste & Bonetti and Martin Szekely are featured in this model. Also on display are pieces by Gabriella Crespi, Gino Sarfatti, Ico Parisi and Ettore Sottsass, as well as Gabriel&Guillaume’s exclusive commissions of contemporary designs by emerging Lebanese designers Ranya Sarakbi & Niko Koronis, MariaGroup + Spock Design, and George Mohasseb. Valérie Cueto Art Advisory has curated a collection of paintings, photographs, and sculptures from major artists such as Diane Arbus, Robert Mapplethorpe, Hans Hartung, Jean-Michel Othoniel, Rudolf Stingel, Max Ernst, Henri Laurens and Bernar Venet for this project as well.
frenchCALIFORNIA's partnership with JDS and PMG was a beautiful success.
With positive feedback from the international press, art collectors, and real estate professionals, the Landmark Penthouse is a project for the ages.
Exposure to the property reached an all-time high, and a number of prospective buyers stepped forward with interest.
