That’s just what real estate developer Extell did to market One Riverside Park, a 35-story, 219-unit condominium located in the company’s Riverside South residential complex in Manhattan. In perhaps the most technologically-advanced sales tactic ever, Extell tapped holography pioneer Musion to generate holograms showcasing the condo’s interior, amenities and surrounding waterfront neighborhood. (Fun Fact: Musion is the same company responsible for the divisive hologram of Tupac Shakur that “performed” at Coachella in 2012.)
And it worked. The condo won’t be open to residents until later this year, but as of December 2014, 85 percent of units have already been sold. According to Extell’s VP of marketing Tamar Rothenberg, the company plans to employ holographic marketing for future projects.
The development is steps away from 1965 Broadway, host of RISMedia’s Power Broker Open House in September. The event capped off our annual CEO Real Estate Exchange, where 200 industry leaders conferred on topics ranging from online listing portals, legislation, broker operations, big data, recruitment and the future of real estate.