I have no idea how many new commercial developments are built in Boston every year, and I hardly know the names of any of them, but I know quite a bit about this big, new office, hotel and retail development.
Sure, it’s situated on Massachusetts Avenue between Boylston and Newbury Streets over the Mass Pike in the Back Bay neighborhood, so it’s hard to ignore.
But it’s some of the street-level signage that really caught my eye, not necessarily the unique location punctuated by two tall buildings that will house a citizenM hotel, the LEGO Group‘s new US headquarters and CarGurus.
Seeing a line – er, a lyric, I should say – from the Led Zeppelin classic, Stairway to Heaven, especially caught my attention, admittedly because I’m a big fan of the band and someone who just so happens to live, well, to the west of the city.
Given that this development is being built just a stone’s throw away from Berklee College of Music, New England Conservatory of Music and Symphony Hall, leveraging the words to a famous song to help promote your arrival on the scene is a clever, relevant way to engage your audience of passers-by, people who just may do business with you down the road or even spread the word about your upcoming opening like I’m doing right here and now.
Those words, that signage…that’s great marketing, advertising and PR if you ask me. That’s taking full advantage of what success is all about in the real estate business – location, location, location.
I can’t wait to check out all the new restaurants and stores coming to Lyrik Back Bay. It’s a feeling I get…that it’s going to be a very popular destination for me and countless others.
cc: Of Place, Samuels & Associates, Suffolk Construction
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