The Modern is a forty-seven story shimmering glass residential development situated in Fort Lee, New Jersey. The complex, which will eventually gain a second tower, has extensive views to the best-known skyline in the world and offers its residents direct access to the western approach of the George Washington Bridge and easy connections to the NY Subway system.
Being visible to anyone making a journey across the GWB, The Modern did much to promote its presence as it was springing out of the long vacant land on which it’s built. The developers’ agents decided to further exploit the building’s enviable location by commissioning and installing a massive advertisement applied to the glazing of the tower’s bridge-facing elevation announcing the development’s availability.
With “views” being among the most marketable features on the development’s long list of attractions, anything done in the name of the views’ promotion had also to maintain them for those inside the building. Contra Vision® was suggested, auditioned and specified. The job of producing and installing the advertisement was won by NYC-based Beyond Printing.