City Desk

Fancy Development Comes With Ridiculous Press Release

This is like a big, bourgeoisie joke: Lydia DePillis forwards me a press release about a new luxury development coming to the "trophy" location* at 14th and U streets NW from JBG and Georgetown Strategic Capital. It's called "Louis" and it'll be breaking ground soon with "delivery" expected in late 2013.

It's named after Louis XIV, but! Also Louis Armstrong, and it'll be less than a block away from the equally fancy sounding Ellington (named after Duke)—which seems to have created some spirited one-upmanship for the other luxury condos in the area:

Residents of Louis will enjoy highly-efficient unit layouts in a landmark building with first-class amenities including: rooftop terrace with grilling stations, rooftop fire pits, rooftop lounge-style seating, rooftop outdoor movie theater, rooftop pool and pool deck with adjacent bar, state-of-the-art resident’s lounge with adjacent kitchen and bar area, fitness center with yoga room, a business center with meeting space and Apple and PC computer/printer access and 24-hour concierge.

My favorite part of the development, however, is that—at least going by the rendering—it will demolish all existing structures across 14th Street. It's worth noting that things aren't getting completely bourgie: The McDonald's isn't going anywhere.

*We need to start a lexicon of PR emailspeak. WTF is a "trophy" location?

Full release after the jump.

WASHINGTON, D.C., (February 21, 2011) – The JBG Companies and Georgetown Strategic Capital (GCap) today unveiled the brand for its mixed-use project at 14th and U Streets, NW – Louis.

In a nod to Louis XIV, King of France, and Louis Armstrong, the residential and retail development project at 14th & U Street will be a Class A residential and retail building planned in a ‘trophy” location in the heart of the U Street Corridor – Logan Circle neighborhood in Northwest Washington, D.C.  The nine-story building, which incorporates historic structures along U Street, will feature 267 luxury apartment residences, approximately 42,000 square feet of retail and commercial space, and a 148 space below-grade parking garage.

“Logan Circle has emerged as one of the most desirable urban neighborhoods in the DC metro area and the U Street Corridor is well known for its cultural diversity and vibrant nightlife,” said Matthew Blocher, Senior Vice President with The JBG Companies. “We wanted to create a brand that evoked a new standard and appealed to those who are seeking an exciting urban environment.”

“Louis is located near some of the best dining, shopping, cultural and nightlife amenities in Washington,” said Jocelyn Moore, Vice President at GCap. “We have found that our target market prefers a more manageable, smaller unit size in exchange for location with highly-desirable neighborhood retail and well-programmed building amenities.”

Residents of Louis will enjoy highly-efficient unit layouts in a landmark building with first-class amenities including: rooftop terrace with grilling stations, rooftop fire pits, rooftop lounge-style seating, rooftop outdoor movie theater, rooftop pool and pool deck with adjacent bar, state-of-the-art resident’s lounge with adjacent kitchen and bar area, fitness center with yoga room, a business center with meeting space and Apple and PC computer/printer access and 24-hour concierge.

Vignettes humorously detailing the neighborhood lifestyle at 14th and U, as led by Louis, can be found athttp://www.facebook.com/#!/LouisAt14 or can be followed on Twitter at @LouisAt14.

Site mobilization and demolition will begin in February with delivery expected in December 2013.

Louis, along with its construction partner, Balfour Beatty Construction, will make a charitable contribution to the Sitar Arts Center in celebration of the project.

 

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Comments

  1. #1

    So I can pay more to get less in an ugly building with no parking? How much will I be gouged for my "more manageable, smaller unit size in exchange for location"?

  2. #2

    “Logan Circle has emerged as one of the most desirable urban neighborhoods in the DC metro area and the U Street Corridor is well known for its cultural diversity and vibrant nightlife,”
    “We wanted to create a brand that evoked a new standard and appealed to those who are seeking an exciting urban environment.”

    Ugh. PR-speak is the worst - just too bad they couldn't work in "synergy". When I read this in my head it's spoken in the voice of Lindsay Naegle (the businesswoman from the Simpsons).

  3. #3

    I wonder how the PR hacks could spin the cockroaches and crackhead-pee that the well-heeled residents are bound to step in as they walk by that Mickey D's?

  4. #4

    "Vignettes humorously detailing the neighborhood lifestyle at 14th and U, as led by Louis, can be found athttp://www.facebook.com/#!/LouisAt14 or can be followed on Twitter at @LouisAt14."

    I want to punch all these people in the throat.

  5. #5

    "cultural diversity and vibrant nightlife" = MD Escalades circling the block at 2am looking for parking while blaring either Ludacris or Mexican rap

  6. #6

    Are they now trying to 'brand' 14th and U as Logan Circle? Because it's not...

  7. #7

    Louis the XIV? What a slap in the face to the neighborhood and it's history. GCap and JBG don't get it. Grossly contrived.

  8. #8

    Is this a green building? What's with stacking the roof with a bar, movie theater? Keep it inside.

  9. #9

    "Trophy" is a common term in commercial real estate. In this case, it means a prime location. It can also refer to a building that has top notch design/construction.

  10. #10

    I actually like the building...too bad they ridiculously tried to cite Louis XIV and Logan Circle as if either have anything to do with this building.

  11. #11

    It's hilarious that the City Paper employs someone to cover commercial real estate who has never heard the term "trophy". It's about as common a term as "building". Shani, when you make a wisecrack implying that the PR people invented a ridiculous term that's actually about as basic as it gets in the industry you're covering, it really makes you look clueless. Also, you seem to imply that it's some crime against decency that they might demolish a cinder block Taco Bell to make room for this project. Again, if you knew anything about the subject you're covering you'd know that all the development along 14th St and U St must go through the DC HPRB, which is responsible for preserving historic buildings. The HPRB is really tough and if they say you can knock something down, it definitely has no historic value. Head down to 14th and S and see what lengths JBG is going through to preserve that entire corner as they redevelop the block. These are all things that you might want to learn about before embarrassing yourself and your paper with grossly misinformed commentary.

  12. #12

    @Bob, I don't cover commercial real estate, I cover absurd press releases (and other things). And no matter who invented it, "trophy location" is still a stupid term that doesn't seem to have any sort of agreed-upon definition other than "a place you should pay money for."

  13. #13

    Yeah, this is trophy property, alright .... A trophy to the egos of the developers, who clearly don't get why people like this neighborhood. They deserve a trophy for the worst PR campaign.

  14. #14

    Are there any articles/interviews out there that ask these people why the hell a king of France should be a reference point at this corner in any way, shape, or form? That'd be something I'd like to read.

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