SOUTH SLOPE — For nearly a month, residents in and around South Park Slope have apparently been seeing and hearing the question — “What’s 21123?” — in a guerrilla marketing campaign for a new luxury development in South Slope.The answer to the question, which appeared on posters, stickers and graffiti, will be revealed Friday, according to a spokesperson for the developer, Leewood Real Estate Group.
The developer and Pier 41 Advertising will reveal that “21123” is actually the address of the new development, at 211 23rd St., between Fourth and Fifth avenues, where sales are about to be launched.
“The objective was to create a buzz and get noticed in a world deluged with advertising messages.,” said Leewood’s CEO, R. Randy Lee. “The 21123 offers eight luxury condos, including studios and one-bedroom lofts starting at $500,000, with sweeping views from balconies and its roof deck.”
A check of Department of Building records reveals this to be a Scarano Architects-designed building with double-height (now illegal) mezzanine units in a four-story building.
Michael Muroff Architect replaced Scarano as designer of this 54-foot-tall 7,909-square-foot building is now described as being “luxury lofts” with “high ceilings.”
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Just a reminder, though -- It’s not considered polite to paste the entire story on your blog. Most blogs post a summary or the first paragraph,( 40 words) then post a link to the rest of the story. That helps increase click-throughs for everyone, and minimizes copyright issues. So please keep posting, but not the entire article. arturc at att.net
