America’s first luxury apartment building
Luxury apartment buildings began because a marketing guy had an idea to fill a need that well-healed consumers didn’t know they had yet. Sort of like the idea Steve Jobs had filled with the iPod.
The apartment building was called the Dakota, built in a German Renaissance style, constructed in 1884 on Central Park West and 72nd Street in New York City. The building was the brainchild of developer Edward Cabot Clark. What was brilliant about the idea, was that it coincided with the arrival of elevated rail lines on the upper West side of New York City. A horse and buggy was no longer needed; now the subway was the way to go.
Clark also figured out there was a new upper middle class emerging. America was growing, the Civil War was over, the need for luxury living was coming and not everyone could live in a J.P. Morgan style mansion.
Over the years the Dakota became a luxury brand. Its world-class amenities attracted the famous like Lauren Bacall, Boris Karloff, and Rudolf Nureyev. Unfortunately, it was also the place where John Lennon was shot and Rosemary’s Baby was filmed. Today you can buy a 3-unit combination spread once owned by a film star for just $28.9 million. A good marketing idea, indeed.
At the damien harvey group we help clients refine their marketing ideas then sell them with world class copy and visuals. Check us out at www.dhg.world.
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