LIVING MODERNISM
The iconic buildings on Chicago’s Lake Shore Drive
unveiled their new visual identity and website in
October 2020. This is the first rebrand of Ludwig Mies van der Rohe’s 900 910
Lake Shore since the late 1970s.
The new visual identity
reflects “living modernism” and the symbiotic relationship between nature and architecture.
"It’s the perfect view. Mies was a master of space. The floor to ceiling windows make you feel like you’re living outdoors. You’re a part of nature when it’s snowing, when it’s raining, when the sun is shining. On the city side in the fall when the leaves are falling, you feel like you’re part of everything."
Rhoda Ann Miller, Resident
Storytelling with Photography & Editorial
Murmur Ring created editorial, photography, a new social media presence and led publicity for the rebrand. We captured intimate portraits of some of the most notable resident architects of the buildings. This includes Mies' last living student, Brigitte Peterhans, and Margaret McCurry to accompany her essay remembering her life in the buildings with late husband and architecture great, Stanley Tigerman.
Inside the home of Chicago architects Timothy Kent and Catherine Baker
Richard Hunt’s Fox Box Hybrid sculpture is displayed at the property. Murmur Ring’s image of the piece was included in the 2022 print publication titled Richard Hunt, which reflects on the life and career of one of the most important sculptors of the 21st century.
Our goal was to tell the story of these buildings as living, breathing organisms; artfully designed with stunning views, access to the city and rich with community.
The lived experiences of inhabitants bring the classic elements of Miesian style to life in his residences–even more so than his municipal, corporate or academic buildings. At 900 910 there is a sense of elegance and community against the backdrop of downtown Chicago. Certainly the historic relevance and aesthetic appeals to the seasoned architects and designers of the city. But the buildings were always designed to accommodate families.
“As custodians of this brand, our hope is for the buildings to finally be imbued with a visual identity that reflects their significance within the sphere of Mies enthusiasts, architects, and visitors in Chicago.”
Sofya Karash, The Narrative
The Narrative led the branding and visual design on behalf of the buildings’ Association, working closely with a committee of architect residents beginning with extensive research and interviews with residents.
Identity
For the scholars of Modernism, this project was a once in a lifetime opportunity. Read Murmur Ring’s detailed interview with the couple and design duo, Sofya Karash and Daniel McManus, about their process for developing a visual identity that reflects one of the iconic features of the buildings—the golden ratio of the windows.
Website
The new identity materializes in a new website where the design and presentation with original writing and photography by Murmur Ring become a historical tribute and promotional tool for the buildings, offering visitors unique insights about the buildings and laying the foundation for archives.
Social
Murmur Ring worked with the Narrative expand the project with a Wikipedia page and social media presence, where photography and stories from residents of 900 910 Lake Shore can be readily found and accessed by the broader global community of design and architecture aficionados.
"I revel in all the details. The shadow pattern rippling on the facade as I come down the lakefront. Mies said ‘God is in the details.’ When everything is thought-out there is a certain joy to that."
Nick Weingarten, resident and architect
In Conversation with Artist Assaf Evron
In the first artist installation on the facade of the buildings, Assaf Evron affixed his cave dwelling collages in fall 2019. The work was inspired by original collages by Mies, and the juxtaposition of architecture and nature reflected in the buildings' design. In an in-depth Murmur Ring interview with Evron, he discusses the process of collaborating with longtime residents in an untraditional environment, quite different than a museum.
From Evron on the installation: “In the 20th century there was the idea of the dichotomy of culture and nature. Culture in modernity alienated and differentiated itself from nature. However, I think that nature is culture and culture is nature. One of the ideas of this work is that they both collapse into each other and merge, rather than to be on two sides of the window.”
The Search for Mies Typogrpahy
As part of our efforts to tell the story of the buildings as both historical landmarks and living examples of beautiful design, we organized an event for The Narrative to share their research-based approach to branding the iconic buildings with Chicago Graphic Design Club.
Watch the presentation here.
CREDITS
THE NARRATIVE
Visual identity, Strategy & Project Lead
MIRIAM DOAN
Photography
DYLAN CHANDLER
Photography
KENNETH BROWNE
Drone footage
TRINITA LOGUE
900 910 Board President
TIM KENT, DAVE PICKERT, DON CURTIS
900 910 Architecture Committee
FEATURING
ASSAF EVRON
Artist
RESIDENT CONTRIBUTORS
BRAD LIPPITZ
BRIAN SNOW
BRIGITTE PETERHANS
CASEY JONES
CATHERINE BAKER
CATHY ARSLANIAN
DAVID SALKIN
DIRK DENISON
DIRK LOHAN
EDWARD BUTLER
MARGARET McCURRY
NICK WEINGARTEN
REED KROLOFF
RHODA ANN MILLER
RON HENDERSON
STEPHEN WINTERS
VLADIMIR RADUTNY