The Rolex Building New York
For more than half a century 665 Fifth Avenue has been Rolex's home in the United States. Now the site has been reimagined as a 30-story tower by Pritzker Prize-winning David Chipperfield Architects, creating a new landmark on one of the world's most famous streets.
The design takes its cue from the fluted bezel of a Rolex watch. A sculpted glass curtain wall gives the façade its distinctive rhythm. Inside, the building brings together office space for Rolex and other tenants, a multi-level Rolex flagship store and generous amenities, including a restaurant and event space.
Working with creative agency Noe & Associates, The Boundary created stills and vignettes of the building's exteriors and amenity spaces, translating its sense of luxury into imagery worthy of a future landmark. Materiality was central to this, from the warmth of the wood and depth of the marble to the precision of the glass, each rendered with the attention to detail synonymous with the Rolex name.
The result is a series of visuals that captures not only how the building looks, but how it feels. It is a fitting introduction to a new icon on Fifth Avenue.
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