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Adventures in Marketing: Philippe Starck Hijacks FiDi's Java

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The Financial District's most expensive rental project, the conversion of the former J.P. Morgan building at 95 Wall Street into the 507-unit Dwell95, had the unfortunate luck of launching its "opulent mix of playfulness and seduction" the same day as a ginormous drop in the stock market (the violin solo was very uplifting, however). Wall Street and the rental market have since suffered more, but the building has devised a clever way to attract tenants: having an open-collared Philippe Starck gaze deep into the eyes of FiDi office drones as they down their morning wakey juice. You can't keep turning a Frenchman down for long!
· Dwell95 coverage [Curbed]
· Dwell95 [dwellonwall.com]