TO CAPTURE THE ATTENTION OF THE ELITE INTERNATIONAL crowd attending South Florida's annual Art Basel art show, local developer Avra Jain conceived of a 20-foot-tall-by-25-foot-wide mobile depicting the name of her curving 40-unit, 40-story oceanfront condo tower, Regalia. Hoisted and held by an 80-foot crane over a warehouse that stored a 22-foot-tall scale model of the shapely building, the mobile was visible to everyone traveling down Interstate 395 to the show and throughout the nearby area.
“People who come to Art Basel are our buyers,” says Jain, a principal with Regalia Holdings, noting per-unit sales prices beginning at a lofty $6.2 million. “We wanted to tag along [with that event] and give them a little teaser.”
The mobile consisted of seven, 2-foot-diameter polystyrene foam balls, each epoxy-coated against the elements, counter-balanced, and depicting one letter of the project's name. The mobile was assembled with professional rigging to rotate in free motion around a vertical pole to occasionally line up to spell Regalia. “The elements are simple, but hanging them properly and in balance was a challenge,” says Jain, who kept the mobile up for the 10-day art event after shepherding it from an idea to reality in just six weeks.
“It got people talking,” she says, as well as some local press coverage, aiding the developer's sales efforts, if not actually driving traffic. “At this price point, it's all about relationships and our broker network.” The tower is slated to begin a 16-month construction schedule in June.
CAMPAIGN DETAILS Program: Mobile at Regalia, Sunny Isles Beach, Fla.; Developer: Regalia Holdings, Miami; Advertising agency: The Apple Organization, North Miami Beach, Fla.; Cost: $11,000, including crane rental
Learn more about markets featured in this article: Miami, FL.