agency: CORTEZ GROUPE client: CORCORAN industry: REAL ESTATE
BACKSTORY
Built in Williamsburg, NY during the Industrial Revolution, 72 Berry Street was erected by immigrant settlers in 1910 to serve as a manufacturing warehouse. More than one hundred years later, the red brick building sat in one of the most sought-after neighborhoods in New York, representing one of the few structures left standing that retained its original features - the others having been replaced with outrageously priced cookie-cutter condos in tall glass buildings erected by developers looking to capitalize on the burgeoning neighborhood.
Recognizing the value of its architectural vernacular, a development group acquired 72 Berry Street with the intention of historic preservation through adaptive material reuse, and hired a team of specialized local architects to convert the warehouse into 26 luxury condos. They also enlisted premiere real estate company Corcoran to lead sales.
CHALLENGE
The architects of 72 Berry Street recognized that the standard marketing approach with a flashy cookie-cutter brochure would not do the property justice. Rather, they envisioned a solution that fully showcased the building’s revolution. Knowing they were working with a limited budget and had aggressive sales goals, the marketing solution would have to hit the nail on head.
INSIGHT
Culling through market and industry research to better understand buyer motivations and drivers, a resounding theme emerged. This demographic had a profound desire for authentic and personalized living spaces - a far cry from cookie-cutter anything. They wanted a neighborhood with charm, character and culture in which to work, live and play.
Surprisingly, a peek into the history of Williamsburg revealed its founders were cut from a similar cloth. Built upon perseverance and time honored craft, Williamsburg’s first settlers gave shape to a neighborhood that affected generations, and, as such, warranted a starring role in the story of 72 Berry.
Born from a celebration of both the people who were the first to make Williamsburg a fashionable place to work, live and play like railroad magnate James Fisk, and a reverence for the long-lost art of craftsmanship, like masonry, the red brick building at 72 Berry Street found a new home in Mason Fisk, setting the stage for the new formula for home, where the cultural character of old meets new.
A closer look at the history of Williamsburg revealed a storied timeline of events, with one sticking out in particular. In 1855, Williamsburgh was consolidated into the city of Brooklyn and, for some unknown reason, the “h” was dropped from Williamsburgh. Borrowing from this moment in time to further underscore the cultural character of old meets new, the purpose and function of the brand came to light: Putting the (h) back in Williamsburg.
From heritage and history, to happening and heart, it became clear that the revolution of Mason Fisk extended beyond the building itself, exploiting the existing historical, architectural and cultural character of the neighborhood.
IN ACTION
Wanting to create a keep sake, rather than something throw away, a coffee table style sales book served as a turnkey solution, providing Corcoran’s sales team everything they needed to spark a meaningful conversation between broker and buyer.
Beyond broker and buyer, Mason Fisk sparked newsworthy headlines from market leaders touting its unprecedented success, validating the new formula for home - and a direct hit of nail on head.
“The only project selling in crowded Williamsburg?
In the frenetic years of the recent housing boom, developers crammed Williamsburg with shiny new condominiums. That may be just one reason for the success of the material reuse development aptly named Mason Fisk, where apartments are selling briskly while nearby new developments languish on the market.”
“Curbed Inside: Mason Fisk, Williamsburg Sensation!
The Chosen One, Mason Fisk, sold out its 26 units in a matter of weeks, which has become the stuff of Williamsburg real estate legend.”
