From the September issue: The developers of 184 Kent, the high-end rental building about to open in Williamsburg, will be hitting the streets of the Lower East Side in a van, looking to take well-to-do hipsters to the Brooklyn waterfront.
They won’t actually be driving them there. But the idea is to troll for arty, young Lower East Side-type professionals where they live and hang out, parking the van — plastered in ads based on the quirky “WilliamsburgLove” mock dating site — in front of popular clubs.
“We’re looking at the Avalon Bowery project on Chrystie Street in the Lower East Side as comparables,” says Jason Halpern, managing partner of the building’s owner, JMH Development. more
