FIAT House at 2100 North Central Road in Fort Lee — Courtesy: New World Group
By Joshua Burd
Creative agency New World Group has earned national recognition for its work on a distinctive new apartment building at the foot of the George Washington Bridge in Fort Lee.
The firm, which is based in Secaucus, secured two wins last month at The Nationals 2025 Awards gala, part of the National Association of Home Builders’ International Builders’ Show in Las Vegas. They include a Gold Award for Best Signage Program and a Silver Award for Best Brochure, both for the 300-unit project known as FIAT House, which opened last summer as the world’s first FIAT-branded residential property.
Developed by UNLMTD Real Estate in partnership with the automaker, the project at 2100 North Central Road blends modern urban living with sustainable design and Italian-inspired luxury, according to a news release. Among other amenities, the property offers an on-site fleet of electric FIAT vehicles that residents can rent at their convenience.
New World Group’s contributions helped inspire the bold exterior signage that turns the building into a visual landmark near the George Washington Bridge, drawing attention from thousands of daily commuters and pedestrians, while the brochure brought FIAT House to life through what it described as vibrant imagery, engaging storytelling and a striking visual identity that encapsulates the brand’s essence.
“Our goal was to create a bold, immersive brand experience that resonates with residents and the broader community,” said Chris Seriale, president of New World Group. “From high-visibility signage that positions FIAT House as a standout presence to a brochure that tells a compelling story, every element was crafted to capture the energy and sophistication of the brand. We’re honored to have our work recognized at a national level and proud to have helped shape the identity of this iconic project.”
In announcing the Feb. 25 awards, New World Group said the property’s signage has a sleek, modern aesthetic with vibrant colors and dynamic typography, seeking to reflect FIAT’s urban energy and sophisticated Italian influence. Extensive view studies informed its placement to ensure optimal exposure from key approaches, whether by car, foot or transit, while well-placed lighting ensures FIAT House stands out in the skyline, both day and night.
Additional branding elements throughout the parking garage and common areas create a cohesive experience from arrival to residence, reinforcing the property’s identity within the community. The brochure, meantime, evokes a combination of Italian heritage and contemporary living, presenting FIAT House as an aspirational lifestyle, while benefiting from a dynamic layout, sleek typography and FIAT’s signature color palette that helps integrate the architectural photography with lifestyle elements.
FIAT House, rental project with distinctive EV car-sharing program, opens in Fort Lee
