The Eugene
2017
As a new luxury residence, The Eugene needed to be seen as an intuitive, irresistible home. It would need exposure that drew the leasing team’s ideal audience into the building just as its 844 rental units hit the market.
Skylight converted The Eugene's private basketball court into a New York Fashion Week runway show environment for a Millennial-favorite luxury brand Monse, whose audience fit the demographic for which Eugene apartments were positioned.
Monse NYFW Runway
Skylight generated maximum exposure and marketing value for The Eugene and for Brookfield by bringing in celebrities and high-net-worth individuals, leveraging content opportunities and negotiating for inclusion of the location name in all press and social media from the event, thereby aligning the event with the launch of the building’s major leasing efforts.
“Early Friday evening on the west side of 31st Street in the tower of the Eugene apartments, well heeled ladies and gentlemen walked through a small gym, past the stationary bikes, and into a private basketball court.”
THE DAILY BEAST
Models backstage in The Eugene gym for Monse NYFW Runway
Monse NYFW Runway Front Row: Sofia Richie, Kate Bosworth, Paris Hilton, Nicky Hilton, Jaime King, Nicki Minaj and Stefano Tonchi