New York Design Center is the country’s oldest furniture and design building representing classic creations as well as avant-garde contemporary innovations. Although they are a tried-and-true presence in the industry, the landscape has changed as people have more accessibility to interior design. Noticing a trend in the industry wherein most designers refer to the building by its location rather than name, we helped the New York Design Center re-establish themselves as “200 Lex”. Speaking to both classic sensibilities and a modern audience, we sought to elevate the brand in an effort to appeal to both established and emerging talent across channels from web design to print materials. We art directed a campaign concept that highlights the eclectic styles found in the various showrooms and hints at the design process, and the resulting ads developed were run in a number of shelter magazines including Architectural Digest, Elle Decor and House Beautiful.