L+M Development Partners approached Mucca to collaborate on a branding program for the first luxury condo building in Harlem, opening in Fall 2014. Everyone’s aware of Harlem’s rich history, but non-locals are less familiar with the area’s exciting modern evolution. Our strategy was to promote both the building and the neighborhood itself, with its high-end markets and inventive restaurants. A two-sided brochure details the property’s luxe amenities on one side and features a full-fledged guide to Harlem on the other. We extended this guidebook approach to the website, which has been integral to attracting prospective buyers.
Our positioning of the building as an elegant personal oasis informed the naming process. ‘The Adeline’ has a calming, serene tone, and the kind of timelessness necessary for a modern newcomer in a neighborhood known for its history.
Demand for a unit at The Adeline has been tremendous since it hit the market, with 65 percent sold after just two months of sales. With branding that showcases its high calibre of living, the development is poised to lead the way in the exciting revitalization of Harlem.