|
|
Article: Developers try "free' chic to sell their empty condos; Top decorators given carte blanche; dazzled buyers start bidding.(NEWS)
- Article from:
- Crain's New York Business
- Article date:
- November 2, 2009
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: AMANDA FUNG
When Albert Laboz got a call from Hearst Magazines last winter, he was slow to respond because he thought the caller was just looking for advertising.
Instead, the media giant wanted to use Soho Mews, Mr. Laboz's new 68-unit luxury condominium building, to promote four of its magazines. The publisher agreed to bring in well-known designers to dress up three large units plus a penthouse with high-end furnishings and interiorsall for freeand feature them in upcoming editions of Town & Country, Veranda and others. The freebie is paying off handsomely for the Manhattan developer.
"The traffic uptick is tremendous, says Mr. ...