✨ Project Spotlight: Flora | Fulton Market
The comfort of home, in the heart of the city.
A distinctly Chicago high-rise in Fulton Market.
No Walls Studio partnered with Trammell Crow to brand their 367 unit multifamily tower in the heart of Fulton Market.
We started with a series of in-depth interviews with Chicagoans who have lived or want to live in the area. We learned about their lifestyles and perceptions of the neighborhood. We figured out where Fulton Market is headed, its place in the grand scheme of the city, and what the coveted neighborhood is missing in the minds of our customers.
We dug deep into the landscape architecture, the building’s material story, and the interior design concept–every detail native to Chicago in one way or another. After all, we wanted a brand that was simultaneously part of the legacy of the windy city and leading its future.
From there, we created Flora. A high-end high rise that brings the comfort of home to the heart of the city. Flora is the essence of Chicago: it’s you can have it all. The big city energy? We’re steps away from one of the best food scenes in the country. The neighborhood vibe? Your front yard is a new park. A respite from the hustle and bustle? We have market-leading wellness and lounge spaces to sit back and relax.
Eat at a Michelin star restaurant, catch the Cubs, hang out in the park, make some friends, change the world. It’s Chicago, it’s Flora.
🏁 FOCUS
Consumer Research & Insights, Positioning, Brand Concepting, Naming, Messaging, Brand & Identity Development, Brand & Visual Guidelines, Collateral Design, Web Design (JONAH), Floor Plan Artwork/Handouts
Part of the district, leading its future.
Flora is the first development in the neighborhood that focuses on its next major moment: as a comfortable place to live. We designed the brand to emphasize the greenery of the park, provide a laid back vibe, and still hit all of the high-end high-notes.
In every aspect of the brand development process–from the visual identity to the branded touch-points–we balanced standing out from the crowd with feeling authentically at home in Chi-town. As an example, the materials we chose for our folder system beckon back to the neighborhood’s industrial origins, but are miles away from typical high gloss leasing brochures. We even designed a Flora Zine–a modern short form magazine that taps into the cultural identity of the city and creates a sense of place for the development.
🚨 WHO IS NO WALLS STUDIO (AND WHAT DO WE DO)?
No Walls Studio is a research, brand and design firm that helps real estate developers create branded spaces that people love.
Our mission is to make sameness extinct in real estate, which means that everything we do comes with new ideas and unique angles — all, grounded in a deep understanding of culture and consumers.
We do three things for our clients (often, all in the same project):
Consumer Research & Insights
Brand Development
Spatial Experience Design
Want to work with us or learn more?
