There are over 2,000,000 rental apartments in New York. To help Two Trees stand out in the crowded luxury market, FIG created a first-of-its-kind influencer campaign.
Partnering wtih chef Seamus Mullen, writer and actress Tavi Gevinson, and up-and-coming pop singer ABIR, we placed each in a free Two Trees apartment in exchange for social media posts, hosting exclusive events, and creating media partnerships showing off the buildings. Seamus hosted his cookbook launch from the roof of 60 Water, Tavi hosted her 21st birthday party at 300 Ashland, and ABIR shot an entire music video at Mercedes House.
Tavi Gevinson used her move as a good excuse for a closet-cleanout with a charitable twist: a tag sale with all the profits going to Housing Works.
We photographed and curated her items, planned the day-of sale in the park outside 300 Ashland, and built an online shop so fans beyond New York could also take part. Balenciaga Crocs, vintage Bob Mackie, a hot pink crop top and mini skirt set were all available for grabs for a good cause. The tag sale was picked up by several outlets like Vogue and Nylon, and she raised $6,500 to donate to Housing Works.