Truffles Tribeca’s marketing campaign: “Repent. Rent. Repeat.”

TRD New York /
Apr.April 19, 2012 01:00 PM

A sign affixed to the side of Truffles Tribeca, a Desbrosses Street rental building, reads “Repent. Rent. Repeat,” and the New York Observer found out what the marketing campaign is all about.

“Truffles opened in one of the worst economies, with the mortgage crisis in housing doing a great deal of damage to the economy,” a Truffles representative told the Observer. “With this inverted phrase, we felt like we were saying, tongue in cheek, ‘We have all sinned with these mortgages — and the economic mess that we are in — seek forgiveness with the world or a higher power by renting an apartment.’ With this we were playfully announcing to the world that renting an apartment at Truffles is an answer to all prayers.”

The Jack Parker Corporation developed the property, which opened in 2009. The building has an in-house leasing office.

As The Real Deal previously reported, the building has 300 units.

The least expensive apartment currently available in the building, at 34 Desbrosses Street located between Washington Street and the West Side Highway, is a $3,495-per-month studio, according to the Observer. According to Truffles’ website, there is a one-bedroom available for $3,795 per month and a two-bedroom available for $5,795 a month.

The sign has actually been on the building for two years. This is not the first time that Truffles has posted an interesting sign. As The Real Deal reported in 2008, the building posted a quote from playwright Edward Albee that read “You gotta have swine to show you where the truffles are.” [NYO]


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