The Getty
By Peter Marino
Generate Demand For A Unique
Product In The Art Community
THE GETTY BY PETER MARINO.
The Getty Residences, created by famous architect Peter Marino, are a 12-story cluster of houses. The building, which is located at 503 West 24th Street in West Chelsea, combines the best in residential design, art, and lifestyle into a single premium site overlooking the High Line.
PROJECT SCOPE
The team of The Getty came to us to develop a strategy that would drive traffic to the building and increase sales. In order to accomplish this, we worked with Lehmann Maupin Gallery to curate a collection of site-specific modern art works that were displayed around the building. LM was able to use the unsold apartments as an extension of their gallery as a part of the partnership. The art collectors and purveyors were toured around the penthouse residences while viewing the collections, with the option to purchase both the flat and the art in the spaces. There were over 20 viewing rooms to choose from. Additionally, all marketing materials, including a website, a book, floor plans, and a brochure, as well as event activations, were also designed to arouse curiosity and demand. This engagement resulted in both art and housing sales surpassing records and the sale of the $59 million penthouse set a new downtown sales record.
Lehmann Maupin Gallery to curate a collection of site-specific modern art works that were displayed around the building
“To say that there isn’t another project like it in the city is an understatement.”
DEPARTURES
A Billionaire Is Opening a Private
Art Museum in Manhattan
THE NEW YORK TIMES
