
I very much enjoy the branding and marketing side of the development business. It’s probably an architect / designer thing. So I’m always looking out for interesting case studies.
Recently I came across The Flynn in Chelsea, New York. The developer is IGI and the agency is Winkreative.
What they did was create a namesake character named Flynn. Everything then became about a day in the life of.
The Instagram account is flynninthecity. They made colorful animations. And they even partnered with the Spring Street Social Society to host in-person performance art pieces. The Being Flynn series was a bunch of vignettes that combined “dance and physical comedy” and highlighted a cast of fictional characters who all, of course, reside at The Flynn.
As you all know, selling condos is typically about selling a lifestyle. A dream. In this case, they created a character to show you exactly what that dream should be.
Real estate marketing can sometimes often be cheesy. But I thought this was a clever and overall creative approach. Winkreative does great work.
What do you think of the approach?
Image: Winkreative
If you’re a very talented person, you have two choices: you either move to New York or you move to Silicon Valley. This is the message that Peter Thiel delivered to a conference being held in Chicago earlier this month. Not surprisingly, it pissed a few people off.
Peter responded by saying that he was simply illustrating the “extreme version” of a metaphor about the impacts of globalization and technology. And while it certainly doesn’t sound very nice if you’re sitting in Chicago, or the countless other fantastic cities between the coasts, I can appreciate what Peter is getting at.
Saskia Sassen is known for coining the term global city. These are cities which play an important role in the functioning of the global economy. But what has happened, she acknowledges, is an even further concentration of activity within a select few “super-places.”
Here is an excerpt from a Financial Times article by Simon Kuper (2014) talking about Amsterdam’s position in the world:
“…a new, higher category of cities may now be emerging: global capitals. Amsterdam has risen but New York, London and Hong Kong have risen faster. The Dutch elite is moving to Amsterdam; but many ambitious Dutch people no longer want to join the Dutch elite. They want to join the global elite. That often requires moving to a global capital.”
Anecdotally, I can say that almost everyone I know who has left Toronto for an opportunity has moved to New York, Silicon Valley, London, and so on. They have moved up the rank of global cities/capitals.
So while Peter may not have chosen the right way to deliver this message, I do believe it is a message worth delivering.
Last night I participated in an excellent dinner discussion with a group of planners, architects, city officials, and politicians from Amsterdam. They were visiting Toronto to see first hand what rapid intensification has done to this city. And I very much appreciated the invite. Thank you.
My message was that intensification has created a far more vibrant and exciting city compared to 15 or so years ago. It’s hard to know what exactly could be correlated with intensification, but we have certainly seen an explosion of culture, innovation, and pride in this city – among many other things. (It could be all Drake’s doing.)
However, the counter argument at the dinner table was that Toronto is letting unfettered development produce unremarkable architecture. We are simply building glass tower after glass tower. And I know that, for many of you, this will ring true. I hear it all the time, including in the comments of this blog.
Now, I will be the first to admit that there has been a lot of shit built in this city. No argument there. Some people have no taste. But at the same time, I think it’s myopic to assume that it’s strictly because of profit-motivated developers.
Oftentimes the perception is that development projects are awash in cash. There’s tons of money in which to do the right thing. Developers just need to stop being so greedy and start being more creative.
The reality is that developers operate within a market. There are real limits to what people will pay for new space. And when, for instance, land prices go through the roof (an input), municipal fees jump (cost of doing business), and approvals drag (time value of money), guess where everyone starts looking for savings? In the build.
I say this not to justify building crap. If I had it my way, everything would be beautiful. I champion design whenever possible. I say it simply to shed light on the process. Because when we all understand the factors at a play, I believe we all become more effective at finding solutions.

I very much enjoy the branding and marketing side of the development business. It’s probably an architect / designer thing. So I’m always looking out for interesting case studies.
Recently I came across The Flynn in Chelsea, New York. The developer is IGI and the agency is Winkreative.
What they did was create a namesake character named Flynn. Everything then became about a day in the life of.
The Instagram account is flynninthecity. They made colorful animations. And they even partnered with the Spring Street Social Society to host in-person performance art pieces. The Being Flynn series was a bunch of vignettes that combined “dance and physical comedy” and highlighted a cast of fictional characters who all, of course, reside at The Flynn.
As you all know, selling condos is typically about selling a lifestyle. A dream. In this case, they created a character to show you exactly what that dream should be.
Real estate marketing can sometimes often be cheesy. But I thought this was a clever and overall creative approach. Winkreative does great work.
What do you think of the approach?
Image: Winkreative
If you’re a very talented person, you have two choices: you either move to New York or you move to Silicon Valley. This is the message that Peter Thiel delivered to a conference being held in Chicago earlier this month. Not surprisingly, it pissed a few people off.
Peter responded by saying that he was simply illustrating the “extreme version” of a metaphor about the impacts of globalization and technology. And while it certainly doesn’t sound very nice if you’re sitting in Chicago, or the countless other fantastic cities between the coasts, I can appreciate what Peter is getting at.
Saskia Sassen is known for coining the term global city. These are cities which play an important role in the functioning of the global economy. But what has happened, she acknowledges, is an even further concentration of activity within a select few “super-places.”
Here is an excerpt from a Financial Times article by Simon Kuper (2014) talking about Amsterdam’s position in the world:
“…a new, higher category of cities may now be emerging: global capitals. Amsterdam has risen but New York, London and Hong Kong have risen faster. The Dutch elite is moving to Amsterdam; but many ambitious Dutch people no longer want to join the Dutch elite. They want to join the global elite. That often requires moving to a global capital.”
Anecdotally, I can say that almost everyone I know who has left Toronto for an opportunity has moved to New York, Silicon Valley, London, and so on. They have moved up the rank of global cities/capitals.
So while Peter may not have chosen the right way to deliver this message, I do believe it is a message worth delivering.
Last night I participated in an excellent dinner discussion with a group of planners, architects, city officials, and politicians from Amsterdam. They were visiting Toronto to see first hand what rapid intensification has done to this city. And I very much appreciated the invite. Thank you.
My message was that intensification has created a far more vibrant and exciting city compared to 15 or so years ago. It’s hard to know what exactly could be correlated with intensification, but we have certainly seen an explosion of culture, innovation, and pride in this city – among many other things. (It could be all Drake’s doing.)
However, the counter argument at the dinner table was that Toronto is letting unfettered development produce unremarkable architecture. We are simply building glass tower after glass tower. And I know that, for many of you, this will ring true. I hear it all the time, including in the comments of this blog.
Now, I will be the first to admit that there has been a lot of shit built in this city. No argument there. Some people have no taste. But at the same time, I think it’s myopic to assume that it’s strictly because of profit-motivated developers.
Oftentimes the perception is that development projects are awash in cash. There’s tons of money in which to do the right thing. Developers just need to stop being so greedy and start being more creative.
The reality is that developers operate within a market. There are real limits to what people will pay for new space. And when, for instance, land prices go through the roof (an input), municipal fees jump (cost of doing business), and approvals drag (time value of money), guess where everyone starts looking for savings? In the build.
I say this not to justify building crap. If I had it my way, everything would be beautiful. I champion design whenever possible. I say it simply to shed light on the process. Because when we all understand the factors at a play, I believe we all become more effective at finding solutions.
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