While other developers are toning things down and trying to woo buyers with price reductions and practical incentives, The Brixton Group is taking a different tack with the launch of CA23’s flashy new Web site, cultivating an image of “urban chic” and sexy sophistication.
For the most part, the Flash-animated site features what you’d expect to find in a development Web site: floor plans, specs, photos of the furnished model. But the “CA23 Featurette” video takes a detour into urban fantasyland.
Cue Astrud Gilberto‘s soothing voice and sets of clothes strewn on a bedroom floor. A lifeless button-down shirt lifts itself into the air, and a lady’s hands button it up across the man’s torso. By the time the woman starts walking backwards, you realize that everything is in reverse. An after-work domestic love scene unfolds (or folds?), leading to the inevitable slogan: “Life begins here.”
If you get past the perfume-commercial intro, the rest of CA23’s videos aren’t too bad. Belgravia Group founder Buzz Ruttenberg makes a cameo to praise his son’s project (going so far as to draw a parallel between his family’s development sensibilities and his mother’s Jackson Pollock collection), and architect Steven McFadden of FitzGerald Associates offers a few comments on the development’s design.
In other CA23-related news, The Brixton Group will be hosting a “red with envy” gala next Wednesday, Feb. 11, from 6 to 9 p.m. For more details, visit the Brixton Group Web site.
• Rate and review CA23
• Deal of the day: Brixton Group extending and expanding $30,000 upgrade package at CA23 (Nov. 14)