Mid-America Real Estate is the largest full-service retail real estate organization in the Midwest. With offices in Chicago, Detroit, Milwaukee and Indianapolis, Mid-America offers full spectrum real estate services to their clients. When Mid-America was asked to broker the lease of 919 North Michigan Avenue, a boutique retail space on the Magnificent Mile, Chicago’s most prestigious strip of real estate, the team approached Otherwise to develop collateral that would appeal to the world’s foremost luxury brands.
Inspired by the property’s large white spaces, we viewed the expanse as a blank canvas – an opportunity for a selective brand to stake its claim in Chicago amongst the worlds’ finest retailers. We positioned the property around the theme “The Possibility of Blank Space,” using the metaphor of a canvas to highlight its endless possibilities.
Using a visual vernacular borrowed from art exhibition ephemera, we designed an elegant poster that reflects the elegance of the site and the sophistication of a prospective tenant brand. Titled “The Canvas is Blank,” the piece uses beautiful typography, photography and design — along with poetic messaging — to convey a compelling case and call to action.