It seems that a misleading marketing campaign and a silly nickname are no barriers to success in the Chicago condo market. We scoffed at Smithfield Properties’ marketing campaign for the upcoming South of North, a two-tower project of 464 condos at 860 W. Blackhawk St (rendering coming soon).The development, designed by Booth Hansen Associates was touted as being in Lincoln Park, but clearly, its very name tells you that it’s located south of the border, that is, south of North Avenue.
Then there was the annoying little SoNo nickname, which to us sounded very valley-girl and also like an abbreviation for “So – No thanks.” The irritation-factor was amped up a couple of weeks ago when the developer unveiled the new slogan, “So Not Vanilla,” but today’s effort, “Exactly So + Nothing but architecture history” (what the..?) hit new lows.
But it appears that the joke is on us. Smithfield has sold 112 units after only 13 days on the market.