Manhattan’s First Rooftop Moon Garden
Print Coverage
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Situation Analysis
Sutton 57 was a 24-story condominium tower, rising at 212 East 57th Street and under development by Broadway Management. While luxuriously equipped with gourmet kitchens, high ceilings, a handsome lobby and more, Sutton 57 did not have a strong media selling point; there were no buzz worthy characteristics on which to base a PR campaign.
Tactic
Since the building was slated to have a rooftop garden, we recommended they create and install Manhattan’s first rooftop Moon Garden to offer residents a one-of-a-kind evening oasis from the bustling city below.
Quinn & Co. Public Relations designed the Moon Garden with sweeping crescent-moon and robust full-moon planters, grouping night-blooming flowers, including White Liatris, Lamb Ears and White Swan Coneflowers, which become extraordinarily fragrant and radiant by moonlight. We also recommended starry-themed upholstered moon-bathing chaise lounges.
Results
The Moon Garden received a half-page featured in The New York Times with the captivating title of “Where Moon Vines Blossom” and a dazzling rendering of the building aglow at night. The piece described the garden, the building and the apartments and ended with the VP of horticulture at the Brooklyn Botanic Garden saying: “Anything that enhances your experience of getting away, above the street, should be encouraged. I’d like to check it out.” This was followed by spreads throughout real estate and consumer press, resonating all the way to the UK’s Financial Times.
