Fabric specializes in the positioning, branding and marketing of residential developments. We craft the stories, identities and experiences that define properties and turn them into coveted, celebrated places.
THE GAREY BUILDING
DTLA Arts District
A brand new building with a large presence coming into a very authentic and artistic neighborhood – which happens to not like development. Our approach was to avoid overt marketing and look to the neighborhood. Create a campaign from within. We looked to the everpresent street art to inform our graphics. Primarily, wheatpaste. The original medium of street art. We took images of the building, amenities and neighborhood, printed them out, mixed up the flour and got after it – creating our own wheatpaste collages that blurred the lines between art and adverts.