Sunday, March 30, 2008

Salemtown's Newest Realtor-Concocted Marketing Label: "Nashville's most exciting new townhome neighborhood"

Looks like the latest owners of the property at the corner of 6th Avenue and Garfield Street have a new concept called "Concept G". Here is how that concept looks:

I'm no architect or urban planner, but the descriptions that come to my mind are "neo-modern" and "a return to asymmetric, symmetric, geometric forms and a turn away from style." Any of you more qualified designing types care to weigh with an evaluation?

Marketing the G-spot
The sales pitch in the flyer produced by Double A Development and Village Real Estate rubs me the wrong way:
Concept G has everything you desire. Nashville’s most exciting new townhome neighborhood is located close to all the Germantown hot spots you crave like Monell’s, Germantown CafĂ©, and Mad Platter. Keep your life and diet fresh with a weekend morning at the Farmers’ Market or opt to stay in and you’ll enjoy spacious floorplans with tactile finishes that will entice and engage your senses. Find your spot at Concept G.
This is how Realtors see Salemtown; not as it is, not as the residents collectively defined a vision a few years ago in the sub-area plan, but as the homogeneous lifestyle location that they believe beautiful people--as asymmetrical symmetrical as their concept--will pay for. They see our hamlet as an open container into which they can pour their concepts, and then glue on new labels.

Frankly, a Concept S would hit my spot.


  1. The design looks like a college dorm. What's up with all of the sexual innuendos in their marketing scheme? The naked chick with the g spot? Is this going to be a brothel or something?

  2. What's up is "lifestyle marketing." The promo for "G" sounds a lot like that of another development in Downtown San Diego described in a past NY Times piece:

    they wrote cheeky ad copy, some of which they put on bar coasters that were given to restaurants and nightclubs around the downtown area. “Priced for a starving artist. Fit for a trophy wife,” one coaster read. Others said: “A good move for you and your hot factor” and “Living here is like dating someone way out of your league.” On the back of each coaster was the classic pickup zinger: “I lost my number. Can I have yours?”

    Like other condo sellers around the country in post-college destination cities, Stouffer was not only trying to beat the competition but also trying to create a new niche in the market. The ultimate challenge for a marketer is, after all, to persuade people to buy something they didn’t know they wanted.

    Same principle may apply: potential buyers/renters may just not know yet that they want to live in something that to some looks like a college dorm. Sex is the lifestyle hook.

  3. I heard Salemtown was "hot". That's why I moved here.

  4. Did I miss the 'shopping at the K & M' market' quote? Hanging at the corner sipping 44s?

    I agree with anon. above..nice new college dorms.

  5. As far as the architecture/design goes, they are pretty fantastic. And I don't feel they are turning away from style in any way.

    But the marketing is a whole other matter. I don't mind the racy ads, sells, nothing new there. But in Salemtown, next to the market, its so rediculously far fetched. Salemtown (at this point in time) is anything but sexy. I wish it was a hot spot, a place where people got drinks on a friday night (cough, cough 5-points, 12 south, gulch). But its just simply not. But then again, maybe this will changes things and push this neighborhood along.

  6. Perhaps I should have defined what I meant by style: distinctive features of architectural expression and a quality of imagination and/or individuality. At the most general level it has a modernist "style," but since modernism is not generally considered to be stylish in the second sense of imagination, I see no style. I see function (which is probably what others mean when they compare it to a dorm).

    Where precisely is the style in this architecture?

    Germantown is our area's hot-spot. Before I moved to Salemtown, I lived a couple of blocks from 5-points, and I can tell you that the great thing about it is that it's not just a "hot spot," but a diverse neighborhood that includes room for families with children and some good schools. Turning Salemtown into an exclusively townhouse hot spot with no kids and no schools would be nothing close to what East Nashville (or 12 South, for that matter) is.

  7. Monell's is a "hot spot." Heh.

    Hey baby, come here often? And could you pass the peas?