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WordPress Development


Essex Crossing is an expansive urban renewal development in the Lower East Side, highlighting the area’s rich history and unique cultural flavor. The Market Line will be a bustling bazaar-like marketplace featuring a diverse array of local vendors. The Rollins will be a luxury residential building inspired by the famed jazz musician Sonny Rollins. Both attractions are up-and-coming pillars of Essex Crossing and reflect the downtown area’s past and present character.


We worked with our design partner, QuallsBenson, to create a digital experience as iconic as the physical site—no easy task. The primary goal of the site was to capture the attention and interest of local vendors. At 150,000 square feet, it is the largest market in NYC. Suffice to say, that’s a lot of space to fill.

For The Rollins, we collaborated with QuallsBenson to come up with a visual aesthetic that reflected the vibrancy and energy of the project. As with many luxury residences, we were tasked with highlighting the many amenities. One of our challenges was finding creative ways to speak to the benefits of living in the Essex Crossing development, which won’t be complete until 2024. Fortunately, when it comes to real estate projects, we’ve been around the block.


The creative design idea for The Market Line was to convey a sense of motion, so the site navigation was aptly inspired by an NYC subway map. The logo is a geocentric interpretation of the area, spanning three city blocks in the heart of the LES. We established a vertical plane, allowing for user-friendly and mobile-friendly content scrolling. The content type was form-fitted for vendors. The system content types we built using RENTCafé allow the web admin to manage page entries (e.g., new amenities and updated neighborhood profiles). As always, QuallsBenson’s world-class art direction, visual strategy, and photography elevate the project to a true work of art. It was a pleasure integrating such beautiful images throughout the site.

Considering the man the building was named after, it was only appropriate for the creative concept to elicit a music-centric vibe. Therefore, the photos and copy cater to the artistic scene, but not in a manner that alienates anyone not musically inclined. QuallsBenson and our team put our heads together on this one. The design is meant to specifically evoke the sense of radial pulses, turntables, and music waves. The result is a jazz-solo-smooth digital effect that draws viewers in. We think Sonny Rollins would approve.

Essex Crossing is a collection of over 1,000 new residences, 400,000 square feet of office space and 450,000 square feet of retail spaces over nine sites.

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The little details are always the funnest part of any project. Some call it the wink. It’s what elevates a simple experience to something much more refined. We envisioned the navigation layout, micro-animations, and site-wide transition effects that would provide functional and visual parity with the brand. The Market Line is situated between the JMZ and F trains, so we used the familiar aesthetic of the NYC subway map which uses black markers to indicate local stops along a line.


The Market Line is   the heart   of the Lower East Side. Visitors are met with a beautifully branded animation that conveys the energy and excitement of this project and the neighborhood. We hand crafted this short animation using Adobe After Effects.

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Sometimes we get the chance to make the background more than just a background. Here the subtle animation is stylized by using JavaScript, HTML5, and SVG. The brilliant rotating purple turntable-esque gradients subtly correlate with the music-centric theme of the building. This sophisticated approach is used throughout the website bringing a whole new life to The Rollins.


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