The back of Sunday’s Times Magazine had one of their sexy "apartments you will never be able to afford" super-advertising spectaculars which always makes me lusty for the i-banking lifestyle. Of particular note, hidden in the advertorial write-ups of new buildings, was the Cielo (no, not the eurotrash club), built by JD Carlisle (Morton Square) - a 27 story luxury condo building on 83rd street on the east side.
Aside from all the usual luxury condo amenities this building is being touted (by its developers at least) for its "innovative and exclusive art program for residents". Innovative and exclusive you say? Does that mean lower than market level rentals for working artists long since priced out of the manhattan market? Perhaps a rotating instillation of emerging artists in the lobby, curated by young curators? Perhaps a ground level commercial gallery space? Er.... not so much. In the developers words this innovative and "one-of-a-kind [sic]" program will include:
"On-site children's art programs with guest artists and curators, while the Cielo art concierge will impart up-to-date [sic] information on museum and gallery exhibitions, city art events and children's art activities" (um, so you mean they will read the Village Voice? each week? "Additionally, buyers will receive free memberships to the prestigious Whitney Museum..."
While i guess it is sort of interesting I am not sure if it is really innovative, and as for exclusive... um i think anyone who plunks down $100 can be a whit°whit member... and the voice is free....
The advertisement goes on:
"...Cielo's lobby will feature a specially commissioned painting by Betsy Eby. 'It is our belief that art enriches our daily experience' said [some developer schmuck] we are taking this concept to a new level, adding the pleasure of art to exclusive amenities and services'"
Now, I have nothing wrong with using art to market high-end luxury goods/services-- fuck eventually some of that cash must 'trickle-down' as they say, but at least they could try a little harder to actually implement the marketing device. Ohhhh a custom mural by a second rate painter (no offense Betsy), and our concierge will know where Chelsea is. To me it seems just a bit craven (although I will probably end up applying for the concierge job when it opens we all need to eat).
Posted by thickeye at October 25, 2004 05:24 PM | TrackBack