Well, I must admit, I love steampunk!
The first thing to say is that this is not steampunk, but a farce Victorian themed selling campaign.
The project is No.15 Renwick, which is located in New York city near Hudson Squareç. The location is defined as the last underdeveloped corner of Manhattan by Observer.
Image Credit: Observer
The project is self-avowed as steampunk to attract rich hipsters to this ’boutique’ condo development.
A new luxury development called 15 Renwick in New York is giving built form to steampunk. That’s right, steampunk: that dark, Victoriana-obsessed cousin of Renaissance festivals and Star Trek conventions is now a theme for condos. I’m sorry to report that it gets worse: Steampunk is the entire pitch for the building. (cityLab)
The condo’s campaign uses the theme to attract residents and buyers by also using the ‘characters’:
I have to say that I am quite curious about the responses to such campaign as well. Especially to steampunk boxer!?
Do these characters make you want to live in such an apartment building? Do you want to be like one of these characters? Does the imaginary life they are presenting attractive?
The sales of the units have even been launched by a costume party. It is a striking example showing how far using theming can go in promoting urban spaces. The campaign packages a themed life for the residents with every detail. Let’s check cityLab’s analysis of one of the visuals the project uses:
Let’s take stock of what this rich hipster’s boutique life entails:
—Tome with quill and ink, for writing one’s paper Tumblr
—Vast cape draped over the chair
—There is definitely an airship out the window
—Not just a carafe of cognac, but an artfully spilled goblet
—That hair tho
—Marble bust on an Isamu Noguchi coffee table
—Are those shields? (cityLab)
Seriously, are those shields?
No further questions..