Wednesday, June 18, 2014

Eleventh and Third indulges in some nonsensical branding



Some marketing messages have arrived on the sidewalk shed surrounding the recently rebranded Eleventh and Third, the former Soviet-era student housing $57-million building going under a gut renovation on Third Avenue and East 11th Street.

The messages are likely meant to be, well, playful, with lines like "Speak up! But know when to shut up" and "GET BUSY. Doing Nothing" and "Relax into chaos" and "Rent your space. Own your life."

[Crickets]

It doesn't get much better on the Third Avenue side, where we're told that "It's OK to Indulge" ... with some ideas on things to indulge in, such as coffee, sex, sugar, youth, wine. Crazy, man!



There's a teaser website up for the building if you want to get a head start on the indulging.



There isn't any mention of prices. However! The Real Deal previously reported that rent for the units will range from $3,500 for a studio to $6,000 for a one-bedroom to as much as $10,000 for a two-bedroom.

Feel free to indulge or something.

Previously on EV Grieve:
Someone actually paid $57 million for this East Village building

Reimagining this 12-story East Village building, now on the market

NY Copy & Printing forced out of longtime E. 11th St. home, opening second location on E. 7th St.

Rebranded 'Eleventh and Third' will have rentals upwards of $10k

15 comments:

Anonymous said...

Fu*king Helvetica Terrorists

Anonymous said...

@7:44 That's Trade Gothic Condensed, not Helvetica.

Anonymous said...

Hipster gibberish lingo

Giovanni said...

Eleventh and Third, designed especially for "special" people who were Eleven years old when by the time they made it to the Third grade.

Welcome to Generation Tattoo, where the font matters more than the message.

Ken from Ken's Kitchen said...

Listen to the voice of authority.

Yeast keeps the intestines clean.

Step forth into the sunlight and on to Wellville!

The first time it kind of scared me.

You have been civilized long enough.

Welcome Bill Haydew and Associates.

That is all.

OMG Megan said...

This advertising totally speaks to me and my life!

Makeout said...

I will now indulge in a fucking cigarette. Shit.

Ena Paul Kostabi said...

Regina Hotel?

Laura Goggin Photography said...

Relax into chaos!

Ugh.

I'm going to speak up and say this fugly place needs to be razed and replaced with a zen garden. Serenity now!

Gojira said...

Maybe it makes more sense if you are drunk on biscuits? Hell, it can't make less sense!

THE NOTORIOUS L.I.B.E.R.A.T.I.O.N. said...

With one bedrooms going for $6,000, there's no time to relax because you'll be busting ass to pay a small fortune in rent to live across the street from a row of honky tonk pubs. Good luck with that!

Anonymous said...

I can't help but think that we are in the midst of a Manhattan real estate mini-bubble.

DrBOP said...

Time for a leeetiiil batting practice.

Anonymous said...

@Ena Paul Kostabi: Yes, Regina Hotel! Only waaay more pricey. For rich DB's only.


Anonymous said...

Air B&B, Air B&B, Air B&B...lather, rinse, repeat!