Sunrise Development Group expects to open sales early next year for Pure, a 13-story high-rise slated for 24 S Morgan St in the West Loop. First of all, let's take a moment to reflect on how absurd it is that residential buildings are starting to bear the names of abstract qualities. The rendering does exhibit a clean, contemporary design of concrete, glass and steel, but the name Pure could easily conjure up harsh memories of Catholic school for many potential buyers.

The building's 75 condos will have one or two bedrooms, 675 to 1,800 square feet, nine-foot ceiling heights, floor-to-ceiling windows, balconies and radiant-heated bamboo floors. It'll also have a recreation level with a 4,000-square-foot sundeck and a fitness center, 5,000 square feet of first-floor retail space, and the SKAI Lounge, which includes a wet bar, contemporary furniture, big-screen televisions and a billiards table.

Residents will also have access to something called… wait for it… the "Pure Portal," a bundle of technology that includes a personalized residential email address, a community blog and bulletin board, and online information about the surrounding area, including menus from local restaurants and up-to-date information about weather and traffic.

Pure prices start in the high $200s, and a V.I.P. list is forming online.

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