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Essex Crossing

Urban renewal on the Lower East Side


Digitally developing Lower East Side culture & living

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.

Our goal

We worked with 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, the Market Line has plenty 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.

Plan of ATTCK

The creative design idea for The Market Line was to convey a sense of motion, so the site navigation was aptly inspired by a New York City subway map. The logo is a geocentric interpretation of the area, spanning three city blocks in the heart of the Lower East Side. 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 Rollins was named for, 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 would alienate those who aren’t musically inclined. QuallsBenson and our team put our heads together on this one. The design is specifically intended to evoke 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 -Big logo
The Market Line-White Logo
The Market Line's website on desktop. Developed by ATTCK
The Market Line's website seen on mobile devices. Developed by ATTCK

Branded motion design

The little details are always the funnest part of any project. We call them our “winks.” They’re what elevate a simple experience to something much more refined. We developed the navigation layout, micro-animations, and site-wide transition effects to provide functional and visual parity with the brand. The Market Line is situated between the F, J, M, and Z trains, so we used the familiar aesthetic of the NYC subway map, which uses black markers to indicate local stops along a line.

Branded motion design. For the Market Line by ATTCK
The Market Line's landing page animation developed by ATTCK

Landing animation

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.

The Rollins NYC logo
The Rollins website seen on desktop.
The Rollins website seen on mobile devices. By ATTCK

Animated background

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.

Animated background by ATTCK for The Rollis
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Site of the day 05/30/19
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Special Kudos 05/31/18
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Site of the day 06/04/18
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Special Kudos 06/05/18

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