Tuesday, February 19, 2008

Williamsburg SteelWorks Loft's Ads

1st NW Quadrant\The Approval Matrix: Week of Feb. 25, 2008

By Curbed

Monday, February 11, 2008

The latest luxe condo marketing push in the Burg involves The SteelWorks Lofts on N. 4 Street between Berry and Wythe, a huge old industrial building that's being converted (at the hands of Gene Kaufman) to 96 condos. Meanwhile, Manhattan designers AvroKO are handling interiors, which should draw some added attention. A limited website is up, with the industrial image above, plus a 1940s or 1950s-vintage woman with the slogan, "They Work Harder, So You Can Live Better." Bottom line: get a $1.2M+ condo with a hot design where someone used to work in 125 degree heat welding steel. The sales campaign is similar o the Sophia Lofts on Roebling Street, which played off the building's history as a bakery. In the case of the SteelWorks (it once housed the Lewis Steel Products Corp.), the welders worked to leave us studios starting at $560,000 and those AvroKO interiors.

No comments: