The Getty
By Peter Marino
Generate Demand For A Unique
Product In The Art Community
THE GETTY BY PETER MARINO.
The Getty Residences is a 12-story collection of homes designed by renowned architect Peter Marino. Situated at 503 West 24th Street in the heart of West Chelsea, the building merges the best in residential design, art and lifestyle into a single premier location overlooking the High Line. Below the residences, the building is home to the Lehmann Maupin Gallery on its first two floors, and the Hill Art Foundation on the third and fourth floors.
PROCESS
I worked closely with Victor Group to develop a unique marketing and promotion strategy to create demand and intrigue around their new luxury residences at The Getty which start at $20M.
CHANNELS
Partnership Alignment
HNI Focused Sales Strategy
Digital
Media Strategy
Event Activations
BRAND PILLARS
Apartment as Art
One of a kind
I negotiated a partnership with Lehmann Maupin Gallery to exhibit a curated collection of site specific modern art installations in the building. This partnership enables LM to use the unsold apartments as an extension of their gallery starting in August until end of November this year.
The collectors and HNI guests of the gallery are taken upstairs and shown the penthouse apartments as they view the collections and are offered to purchase the apartment as well as the art installed in the spaces. 20+ Viewing Rooms .
“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
