A couple of weekends ago, the 28th floor of 515 East 72nd Street turned into a shopping mall. Corcoran Sunshine was trying something unorthodox. Miraval Living, the luxury spa-condo spawn of an Arizona-based resort company, is 40 percent full after being on the market for over two and a half years. So, the brokers brought in about a dozen boutique retailers with names like Haute Hippie and Flutter, to lure female condo hunters (a male-oriented event is in the works).
A flock of 30 smiling, well-groomed staffers—not including the labels’ reps—floated through offering drinks and taking coats. Upon entering, I was immediately paired with marketing director Jen Hall, who guided me through the bazaar.
“Instead of having a really flashy campaign, we’re bringing in something that’s very true and very reflective of what the building is,” said Ms. Hall, in a soothing spa-toned voice. We passed blown-up shots by Vanity Fair photographer Mark Seliger, depicting residents in scenes of peaceful repose, opposite a quotation from Proust: “The real voyage is not in seeking new landscapes but having new eyes.”
The three-day event had included a “friends and family” night, where current residents were invited to mingle and browse. The younger girls were particularly amused, according to another guide. “They were so taken by the shiny headbands, and it was so wonderful,” said Sarah Winters, a bubbly rep with Dan Klores Communications. “It really is a community.”
We ran into Nancy Berger of Grace Group, which puts on the “pop-up” retail events. Ms. Hall was explaining how this dual-purpose experience gets prospective buyers more used to the idea of spending your money on an apartment. Ms. Berger interjected: “To spending your money period!”