Ohm makes a bid for the hard-partying crowd

February 01, 2010 02:34PM

Leasing has begun at West Chelsea’s Ohm, the new nightclub-inspired apartment building at 312 11th Avenue at 30th Street, where Douglaston Development is marketing its 288 units towards partygoers in their late 20s and early 30s, and reportedly receiving around one application per day. If that continues, the 34-story building is on track to be entirely leased in 10 months. To speed things up even more, Ohm’s marketers have planned a guerrilla advertising campaign: posters with phrases like “Chrohmosomes” and “Ohmbama” in the already high-visibility neighborhood that’s home to clubs like Marquee and Bungalow 8. If marketers are seeking to capitalize on the area’s nightlife to enhance building sales, they’re also promising to add to it. Twice a month, Ohm’s lobby will host bands from Knitting Factory Entertainment on its soundstage, and on other nights there will be a D.J., karaoke, or open mics for residents. “During the day, we’ll probably have different video on the screens, like old silent movies, or we’re talking with the School of Visual Arts about having student video competitions,” said Steven Charno, president of Douglaston Development. The tower is filled mostly with studios and one- and two-bedrooms. Rents start at $1,850 per month. [NYT]