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  • theaptPORTFOLIO

    theaptSHOWS

    September 11, 2012

    our new baby has arrived, the adventure with the good people at yelo spa continues as we have just unveiled the new location and brand rethink! having worked on this multi-disciplnary project for over a year now, i cannot tell you how proud and relieved the team and i are that we have made it to the finish line. well, almost to the finish line, as usual… see, the kinds of projects that we, the apartment creative agency, choose to ponder on a regular basis are neither exclusively graphic nor solely architectural in kind, neither purely strategic nor marketing-driven, rather we deliver experiences, for lack of a much better word, to clients who have a product and a desired customer reaction in mind but don’t know how to get from one to the other. that is when we step in, not to deliver what they want but find out what they need, a marked difference in approach that is not without its (lengthy) explanation cycle. using tools such as architecture, graphics, strategy, music, film, writing and more, we conscientiously tell the story we believe in if anyone else can be also asked to and deliver an experience to the eventual and probable customer that surprises, delights but, above all, means.

    that is how we took on the mammoth task of rebooting yelo spa, the brand we created with founder nicolas ronco almost six years ago. looking at everything we had done right and, of course, all that had not quite worked in that span of time. the concept was ripe risk-taking again, ripe for trying new things, ripe not simply to be upgraded but looked at from scratch in most areas so as to imagine what the spa of the next ten tears might feel like. and the one thing you need above all on such an adventure: trust. from the client, for your team as you make recommendations that go against industry standards (colors!) and sometimes even common sense (naked babies?) but in the end, agreement won over compromise and we launched yelo spa 2.0 last month to incredible critical acclaim as much from the press as from clients returning after a month-long hiatus.

    we could not be more proud to present to you our efforts and hope that you go see the real thing at 5 east 57th street (between 5th and madison) in new york city very soon. you can say the apartment sent you and see what happens…

    as partners in this journey, i would be remiss if i didn’t give a shout-out to the theaptTEAM who worked of the pieces on the puzzle: guy reziciner on architecture, william gralewski on senior graphics, nicole audette on junior graphics and hilary bowers on public relations. they are incredible and, by the way, i’m willing to share… just ping me.

    in the meantime, take in our latest portfolio entry, yelo spa 2!