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Missing Your Mark…et
On a stroll of lower Manhattan last night, I finally saw the sexy, black&gold monstrosity, William Beaver House; once summed by Gawker as “André Balazs’ vaguely vaginal condominium on William and Beaver streets.” Finally, since it had become my favorite misidentifying-your-target-audience anecdote, sight-unseen.Balazs first pitched an ”R-rated marketing campaign featuring a martini-swilling beaver…and provocative, animé-style images of scantily clad men and women trading flirtatious glances.” [WSJ] After implying NYT’s Suzanne Slesin was too old for WBH, Calvin Tsao, whose firm designed it, described the building’s appeal “for a new generation that love living in hotel rooms…maybe not for families.” [See en suite, spa bed/bath, right.]
Instead, Balazs attracted “quite a mixed group” of buyers, many “not as young as I thought.” Less price-sensitive older singles, empty-nesters and even some families flocked to WBH and other luxury developments for the high-end, integrated amenities [parking, gym, common areas for entertaining, etc] despite the innuendo marketing. Apparently one part of the impending retirement crisis not mentioned by politicians is baby-boomer neighbors narcing on your party during quiet hours!The advertising softened accordingly, but some risqué touches remain, including a demo of the ‘Beaver Butler’ bedroom cameras!
