This short film about new apartment building 40 Bond and how Ian Schrager wanted to relfect the Soho architecture but still re-invent loft living.

This short film about new apartment building 40 Bond explains how Ian Schrager wanted to relfect the Soho architecture but still re-invent loft living. The film starts with a quote from Schrager by saying:

I’m always out to change things, rethink them and make them better. Now. More than ever. I feel the staus quo is unacceptable. This is what I did with my nightclubs and hotels and I intend to do with people’s homes.

Of course, the film is a promotion reel but there are interesting points the designer make that hints at direction in future residential trends. At one point, Schrager says that the apartment is designed to help manage people’s life – to make it a refuge not a second life.

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