Luxury rentals, Stamford, CT
Parallel 41: One of our most luxurious and successful lease-ups to date. The magic is in the numbers: 124 precisely designed and well-appointed one bedroom, one bedroom with lofts, two bedrooms, & two bedrooms with lofts; each size with private roof terraces available on the penthouse level. The project stabilized at 95% leased in just under 12 months at very aggressive rents for the Stamford marketplace.
Seasoned management by Trio Properties along with an impeccably executed marketing plan and brand strategy gave this project the competitive edge to exceed expectation in a downtown area, even with two other competing large, luxury rental projects coming on-line simultaneously.
Where life and style align. Our conceptual process began with the name (because of our location on the 41st Parallel of the globe, and the worldly connotations that brings), and every piece developed contributed and supported the image
of a select, prestigious lifestyle catering to successful residents who wanted to live in walking distance to everything in the heart of Stamford downtown. Parallel 41 is where every-thing you want and everything you need aligns. Location and aesthetic. Luxury and sustainability. Work and play.
Technology played a vital role in lease-up. From a text message campaign advertised on building and fence banners to QR codes in print collateral to dual mobile websites to a 55” custom touch-screen leasing kiosk in the lobby, Parallel 41 engaged Gen Y consumers across all platforms. Once we reached them, Parallel 41’s quality interior and architectural design showed the unparalleled lifestyle to be found there — a sleek, contemporary, luxurious aesthetic and a hand-selected amenity, such as the Latitude Lounge and Game Gallery (with bar and banquette seating and a barista station), a Parallel Fitness Club, a private movie screening room and our signature space, the 360˚ Roof Deck, which provides breathtaking city views, outdoor kitchens and TVs, and a spa-inspired deck.
Parallel 41’s website was an Official Honoree in the Real Estate category of the 17th Annual Webby Awards from the International Academy of Digital Arts and Sciences, a highly coveted laurel for Internet marketers, and won Best Real Estate Website Award from the Web Marketing Association in the Internet Advertising Competition. Read more about the technology and implementation here.Unusual formats for the print collateral — an oversized, portfolio folder with sophisticated floor plan inserts, and a wallet-sized take-away piece with business card-sized amenity profiles — reached beyond tradition to provide memorable, meaningful marketing. Large, attention-getting window clings helped express the lifestyle demographic we wanted to reach, as well as advertising in trains, kiosks, and local magazines. Building banners and signage extended the message, even down to the tiny details like custom embroidery of the logo symbol onto the fitness equipment.
Creative direction: Brandi Bailey. Concept and art direction by Kelly Stanley. Copy by Sharon Rapoport.