Fun, and then some, at West Chelsea building

By C. J. Hughes | October 19, 2010 10:30AM

But some wonder if the club-inspired marketing worked too well

From the October issue: Nine months ago, Ohm, a new rental at 312 Eleventh Avenue in West
Chelsea, purposefully aimed its marketing efforts at the people likely
to be found on its surrounding blocks after midnight — partiers,
particularly the Champagne-sipping, club-hopping variety, who, the
thinking went, might like to crash near where they frequently went out.
From a leasing perspective, that strategy paid off handsomely. As
of late September, the 288-unit tower, located at West 30th Street, had
leased 75 percent of its apartments, or 216 units, according to
officials with Douglaston Development, which built it. Even former Mets
slugger Darryl Strawberry moved in. But some tenants may have a hard time distinguishing between when to rip it up and when to chill out, according to a half-dozen residents of Ohm, who describe a pervasive party-hearty atmosphere in the building. [more]