BEVERLY HILLS: The fine people behind Blu, that very pricey rental building, have launched a campaign aimed at grown-up Smurfs: They've jimmied the entrance with eyeless, blue mannequins. Press release after the jump, but here's an excerpt: "And the mannequins are yielding results. Commented Rhonda Slavik, Director of Marketing for blü: 'Within the first two days, the phones were already ringing with locals and realtors that suddenly saw the building for what it truly is—a sleek, sexy residence.'" Seriously? [Curbed InBox]
SANTA MONICA: If we're not mistaken, that looks like the construction (photo after jump) of the Annenberg Community Beach House, the $28 million renovation of the former Marion Davies estate in Santa Monica, a project that'll result in a public pool for all to enjoy. Last reports indicated an early 2009 opening. [Curbed Staff]
BLÜ IS IN THE EYE OF THE BEHOLDER
Launch of Street-level Mannequin Campaign Attracts Passersby and Stops Traffic at Beverly Hill’s Newest Luxury Residence with Flying Colors
At first glance, blü, with its sleek, modern exterior, is clearly an architectural success. To a casual observer, the clean, minimalist exterior of this former office building hardly belies the five-star residential lifestyle and stylish head-to-toe remodel that lies within. So the Wagner|Junker Agency and blü have teamed up to build buzz – literally at the ground level – by dressing the entrance of Beverly Hills’ newest luxury apartment with a stunning diorama of blue mannequins on blue carpet.
The scene is eye-catching to say the least: a uniformed bell hop – decked out entirely in electric blue– tends the door with a sign reading “live@blü”. Flanking the opposite side of the entrance, an azure-skinned sophisticate in a vintage French dress returns from an outing, with blü shopping bag and exquisite Eero Aarnio-designed Puppy in tow. The message is clear: just inside blü’s doors lies one of the city’s most intriguing high-end residences. A place in the center of all the action, where luxury is an expectation and work and play are one and the same. And the mannequins are yielding results:
Commented Rhonda Slavik, Director of Marketing for blü, “within the first two days, the phones were already ringing with locals and realtors that suddenly saw the building for what it truly is—a sleek, sexy residence...”
In today’s volatile market, attracting and landing residents is the primary challenge facing every property management company—but with the blü mannequins kicking off an entire summer of dining and benefit events in the building’s rooftop lounge, sky@blü, both the Wagner|Junker Agency and the blü team understand the out-of-the-box thinking necessary to truly set a distinctive property apart.
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