Designer Dream Homes
Greg and Carol Booth decided to move house in 2005. They had been living in Dallas's upscale Highland Park neighborhood in a 4,400-square-foot home they built in the early '80s. One day, they walked into the sales center for a set of condominium-style residences attached to a W hotel. After one look at the center's model apartment, with its modern styling and Bang & Olufsen sound system, they were hooked. "We said, 'Wow, that's us!'," Greg recalls. "We have contemporary art and furniture—Eames chairs—and we could see it in that showroom." Twenty minutes and a $10,000 down payment later, they owned an apartment on the 27th floor, overlooking downtown Dallas. More accurately, they owned a portion of a well crafted, deeply branded marketing campaign two years in the making—the building itself was still no more than "a hole in the ground," Booth says.
To continue reading this article you must be a Bloomberg Professional Service Subscriber.
If you believe that you may have received this message in error please let us know.