Few people can say they live in a former auto body shop. So the developer of this adaptive reuse project decided to have some fun with Rainbow Lofts’ unique history.
Photos (about $1,500 each) of the original Washington body shop line the lobby and hallways of this luxury urban condo building. But these photographs aren’t just framed vintage snapshots. These photos were graphically altered to create a funky, avant garde look that matches the building’s edgy feel. The images are grouped in sets, with the original photo next to a blurred image and a black-and-white shot.
A crowd favorite: a series of photos showing a completely rusted 1965 Porsche that was left behind when the developer purchased the building. “That [car photo] really captures what the building was like when we bought it,” says Robert Montagne, president and CEO of Walnut Street Development.
If you have $10,000 to spend… Maximize your marketing with a contest.
Hollywood Station isn’t even built, yet the in-progress project already features more art than many of its completed counterparts. To capture the artistic vibe of downtown Hollywood, Fla., developer Cornerstone Premier Communities launched the “I Live the Arts” campaign. The campaign kicked off with a cash prize contest, where eight local artists depicted their interpretation of life in Hollywood.
The art is getting quite the workout. All eight paintings—which range from peaceful beachgoers to exotic dancers and nighttime street scenes—are on display at the property’s information center and featured in marketing materials. The pieces were also reproduced and affixed to the construction site wall (above).
“Fifty percent of the people who come into our [sales] offices are drawn to us by the site fence and the arts,” says Richard Lamondin, president of Cornerstone. Later this year, the original artwork will be auctioned off in a charity event. Digital reproductions will add pizzazz to Hollywood Station’s lobby and hallways, when phase one is completed in summer 2006.
If you have $180,000 to spend… Go digital and get residents involved.
Residents at the Eclipse never get tired of the artwork hanging in their chic lobby. That’s because the artwork is constantly changing, thanks to a unique digital gallery modeled after the one in the Seattle home of billionaire Bill Gates.
Six 42- and 60-inch plasma screens display art from nine local galleries in Atlanta’s Buckhead Village. Residents and guests use a touch screen to select from the 54 available images. Plus, in an even higher-tech twist, residents can go online and select which image will greet them when they enter the building (a resident swipe card triggers the image). The private gallery is getting rave reviews from residents, who regularly study the artwork and discuss it with their neighbors. For those who want to view the “real” version, 20 original pieces hang in elevator lobbies throughout the building.
Get Great Art on a Budget
- Visit local art galleries. You’re likely to get a good deal on artwork, while promoting local talent. Before you know it, nearby artists will be knocking on your door.
- If you own an affordable property, take advantage of city-sponsored programs that fund art in public places. Cities with programs include Santa Fe Springs, Calif.; Palo Alto, Calif.; Austin, Texas; Loveland, Colo.; and Volusia County, Fla.
- Sponsor a contest encouraging local art students and artists to submit a painting or collage that fits within a specific theme. Use the best entries to decorate anything from the construction site to the lobby and hallways.