The innovative minds over at Cultivator have done it once again, this time applying their unique brand of thinking to Denver’s Riverfront Park development from East West Partnership. Creating a limited-edition (a single run of 1,800) coffee table book, Cultivator zigged when the majority of real estate developers and their agencies continue to plod down the same path of mundaneness.
The piece, simply titled “RiverfrontPark.com” is a case-bound book with magnetic overleaf closure. A die-cut hole on the cover reveals the only other text on the cover, the word “Hello.” Inside, the book sidesteps the typical focus on real estate to celebrate the development’s Colorado urban environment along with its mix of close-knit shops and big, natural spaces. Incorporated into the pages of the book are seven different pockets to hold support material.
According to the agency’s press release, “[The book] is intended to be a coffee-table conversation starter among current residents and a premium give-away to prospective residents.” Half the printing run will be distributed to existing Riverfront Park residents to help drive word-of-mouth interest. The remainder will be used as sales premiums for prospective residents.
The agency and developer both feel this unique approach will capture the attention of their two distinct and discerning target audiences: young Front Range suburbanites who have tired of their lawnmower/commuter lifestyle; and somewhat older and wealthier second-home owners, often ex-city people, for whom the mountain chalet has become less idyllic than isolating.
It definitely caught our attention, and as soon as this blog thing jumps us to a new tax bracket, we’ll be in the Riverfront Park sales office jockeying for our very own copy.
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