Millennium Place Boston – Paving the Way to Reinvigorate a Boston Neighborhood

Millennium Place Boston

The Dare

Redevelopment of Boston’s Downtown Crossing was looming as Bostonians anticipated residents and professionals once again enlivening the historic Burnham Building and restoring its urban flare. Luxury residences are uncommon for the thriving downtown area that had previously attracted a mix of families and business moguls. Millennium Partners, a longtime luxury real estate client, expanded its relationship with Glodow Nead and asked us to raise the pre-completion profile of the company’s two newest residential/office developments poised to re-establish Boston’s vibrant community: Millennium Tower Boston and Millennium Place Boston.

The Scheme

Glodow Nead appreciated that Millennium Place Boston, a first-of-its-kind, luxury residential building, was a visionary development that heralded the transformation of the neighborhood, and went to work creating a series of stories to showcase the development’s many innovations. To create anticipatory buzz, Glodow Nead invited select media to witness the site installation of signage showcasing a QR code for viewing animation of the building’s construction. Journalists were the first to get the QR code and broadcast media interviewed locals as their handheld devices first read the QR code and they viewed the interactive media. Next, Glodow Nead leveraged the opening of the state-of-the-art sales center by introducing journalists to the project via one-on-one preview tours. Key contacts from top regional publications engaged with the interactive technology, visited the model homes, and became acquainted with the Millennium Place lifestyle, effectively turning new home shoppers into prospective buyers.
Glodow Nead also captured media attention surrounding the opening of Legal Sea Foods — a popular fresh seafood restaurant open to walk-in diners at its street-level entrance, as well as to residents featuring an exclusive menu in the owner’s lounge and private – and was instrumental in launching La Vie, Millennium Partners’ one-of-a-kind, immersive social network offering exclusive curated Boston experiences. In addition, Glodow Nead was mindful to keep city officials and community leaders up-to-date as the development unfolded, further ensuring their support with announcements and stories that focused on the revitalization of the neighborhood.

The Upshot

Millennium Tower Boston and Millennium Place Boston are slated for completion in late 2013, and already Glodow Nead has secured international and national placements including Conde Nast Traveler China, Harper’s Bazaar China, Forbes Life China, Interior Design, The Wall Street Journal and Bloomberg Businessweek.

Over the course of eight months, Millennium Place Boston has 70% of its homes sold, making it the fastest-selling residential project in Boston’s history. As Millennium Partners invests $1 billion in Boston over the next decade, the exciting momentum surrounding Millennium Place has teed up sales for Millennium Tower, the next Boston venture for Millennium Partners.

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