Pure living in the West Loop

Pure

How does an up-and-coming developer stand out in a neighborhood filled with new condominiums? For Sunrise Equities, the answer was simple: Choose a building design with clean, modern lines and set out to make homes finished with elegant European materials.

Pure, a 67-unit building at 24 S Morgan St, is still under construction, but its glassy exterior already stands out in a neighborhood that for years was defined by cookie-cutter, red-brick condos.

Architect Steve Weiss, the creator of Crate and Barrel’s distinctive storefront on Michigan Avenue, designed Pure’s translucent glass facade. The result is something that is “a little of Vegas and a little of New York in the Midwest,” says Suzy Grossman, Pure’s director of sales and marketing.

A glassy exterior does two things for a building. Yes, it catches the eyes of West Loop residents as they stroll along Madison or Adams Street on their way to work in the Loop. But it also ensures that every home is filled with natural light and the magnificent vistas of downtown Chicago.

Read more about Pure in this sponsored article from the June issue of New Homes.

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