57 THE APARTMENT
When exactly did the Young Men’s Christian Association develop a
new brand identity? It didn’t, but this brochure, designed by the creative
agency The Apartment, makes you believe that the Village People weren’t
kidding about how fun it is to live at the Y.
The oldest YMCA facility in New York City, the McBurney Y
was built in 1869 and has since been reimagined as a luxury condo.
Stefan Boublil, creative director of The Apartment, decided to reference
the building’s history in the title of this real-estate brief,
as well as in its graphic use of the development’s wood flooring,
which originally served as the Y’s basketball court. The boundary
lines of the court become abstracted against the diecut typeface
of the clean cover, allowing the viewer to see both past and present
simultaneously. Contrasting the modest stigma of the Y with
a colorful new sense of luxury epitomizes Boublil’s point of view
about design “being in the context of our everyday experience and
not just displayed behind glass in exclusive stores.” If only this Y
were available for public use. As the song goes, “They have everything
for young men to enjoy …” by Sharon Noh
The Apartment | Art Director: Stefan Boublil | Designer: Tiziana Haug | Photographer: Michael Weber | Contact: www.theapt.com
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