Focus on the big picture … and the small details. At the same time. By “big,” we’re talking about a 900,000-square-feet structure that commands one city block: the Curtis Center in Philadelphia. To showcase such a behemoth and historically important structure, you have to think hard about what you’re selling. 

 
 
 

In this case, Greg’s imagery was used by a commercial realtor to sell the entire building. As the former home of the Curtis Publishing Company (The Saturday Evening Post, Ladies’ Home Journal, etc.), selling points included historical significance, architectural details, prime location, and state-of-the-art corporate amenities. 

 

Contemporary furnishings contrast with exquisite details from the building’s storied past.

Exterior shots dramatize the Curtis Center’s dominating, urban curb appeal. Exterior close-ups focus on the Beaux Arts craftsmanship, classical columns, metalwork and light fixtures. To feature the big picture of size and ideal location, a neighboring building provided the perfect vantage point for framing the entire building surrounded by Washington Square Park, Independence Park and an appealing cityscape beyond.

 
 

On the inside, images feature the celebrated Dream Garden mosaic mural by Tiffany and Maxfield Parrish, grandiose atrium, and “dream” offices that contrast starkly contemporary furnishings with exquisite details from the building’s storied past.