The Palace, one of Jerusalem’s finest hotels in the 1930s, is being completely restored and rebuilt by Waldorf-Astoria. The new hotel property will open in 2011 and includes 30 of the most exclusive private residences in the city, aimed at the very highest echelon of US and European Jewish society. As the rebuilding project commenced, Waldorf-Astoria needed a sales presentation brochure like no other; one that would allow Waldorf-Astoria to start a dialogue with these very wealthy prospective clients….but would also capture that indescribable Waldorf-Astoria sensibility.

More than a brochure, this project begged to be a journey — a transcendence of 2D ink/paper into an experience that harnesses the essence of Waldorf-Astoria. The odyssey begins on the sleeve, as the traveller steps through the iconic arch into our exclusive world. Inside, his journey continues across imagery inspired by the New York landmark, as well as timeless religious/historic visuals. Additional design cues are drawn from the golden “Jerusalem Stone” defining the city, as foil treatments capture the way light bathes the ancient architecture. The journey culminates in a rich, tactile experience that has bridged two otherwise contrasting worlds.

Since the brochure was printed, Waldorf-Astoria has sold eight of these exclusive residences, and are in final negotiations on two more. This will bring the sales total to $52M, a superb achievement in times of unprecedented economic hardship for a product still only on the drawing board. Waldorf-Astoria is developing other partnerships throughout the world and is using the Jerusalem Palace Project brochure as the gold standard to follow.