One11 Residences at Thompson Central Park - Resonance Consultancy

One11 Residences at Thompson Central Park

Creating a brand that blends downtown cool with uptown elegance.

New York’s Parker Hotel was for decades as well-located—next door to Carnegie Hall, a stroll to Central Park and 5th Avenue shopping—as it was under the radar. Developer GFI and Thompson Hotels, who previously partnered on The Beekman, a Thompson Hotel, bought and refurbished the Parker, and engaged Resonance to brand and articulate the story for the conversion of the top nine floors of the building into a collection of 99 residences and penthouses.

Resonance workshopped the vision for the residences with ownership, Hyatt and Douglas Elliman, the firm chosen to sell and market the project. The brand platform created by Resonance positioned the ONE11 Residences at Thompson Central Park as a home that combines uptown elegance with a downtown vibe, hotel convenience with residential ease, leveraging the project’s Central Park proximity and the Thompson brand. Designer Thomas Juul-Hansen had created a custom furniture collection for ONE11, which allowed us to juxtapose the city’s energy with the stylish serenity of the residences. We created an elegant, contemporary-retro identity for ONE11 and an attention-getting product brochure in the form of a classic hotel services binder. Our messaging and story are in play on all platforms.

The timing of the transformation of the hotel was auspicious—Midtown Manhattan was evolving, a process accelerated during COVID, when New Yorkers began working remotely. Today, the combination hotel and 99 residences—either pied-à-terre or forever home—is a winning combination. And so is ONE11’s price point, which feels entirely reasonable considering the hotel’s proximity to the so-called “Billionaire’s Row” a block away. The New York press responded enthusiastically, as have potential buyers.