Huys

Michael Steyn worked on this project in a team prior to setting up Stndrd. Completed in 2016, Huys is a historic loft building in Manhattan’s NoMad neighbourhood that’s been transformed into 56 luxury apartments. 

With an all-Dutch team including the developer, Dutch design DNA was key to the project. Drawing on New York’s rich Dutch history, our team built a concept around the beauty of Dutch simplicity. This was reflected in the name, Huys, identity, and a communications campaign that garnered plenty of media attention — including The New York Times — and resonated with the target audience. It resulted in commercial success too: In 2014, the average price increase per square foot in the NoMad area was 15.5%, vs a 28% increase for Huys.