Despite its Robert A.M. Stern design, 1280 Fifth Avenue?the stack of condos atop a new Museum for African Art?hasn't been selling as quickly as one might hope. Only three sales have closed, with 12 more in contract and 24 still-active listings. All this after some price cuts and a promotional video. Which means it's time for a new marketing strategy!
The building will relaunch sales sometimes this month, with a new name: One Museum Mile. "Depending on your perspective," building developer Bruce Brickman tells the Journal, "we are the first building and museum that we see coming down from the top of the park. We feel we begin the Museum Mile." (The building doesn't plan to apply to the borough president's office to make One Museum Mile its official street address, however.) Prices on some units will go up with the relaunch. Maybe, in keeping with the museum theme, the building should try the suggested donation approach instead?
· Condo Building Goes Extra Distance [WSJ]
· Introducing: One Museum Mile [Core Blog]
· 1280 Fifth Avenue [StreetEasy]
· 1280 Fifth Avenue coverage [Curbed]