, The Agency’s Chief Marketing Officer, was a guest on 89.3FM’s AirTalk with Larry Mantle
this past Friday, talking about The Huxley WeHo and The Dylan WeHo
, the two new luxury residential communities being developed in West Hollywood. The Agency, along with Susan Manrao Consulting, is handling all branding and marketing efforts for the developments, which will cater to the needs of West Hollywood’s wealth of creative individuals who don’t necessarily work traditional 9-to-5 jobs.
As Leipart explained, the project is the result of “understanding who would be interested [in living in West Hollywood] and then creating facets of the building that would appeal to them even more so.”
“Are we going to get someone who has no interest in living in West Hollywood to move to West Hollywood? Doubtful,” admitted Leipart. “Can we differentiate ourselves with the other apartments that are available (in West Hollywood) by these things. Absolutely.”
The project’s design and offerings, such as dog washing stations, courtyards and clubhouses, activity programming and ample charging stations for laptops and mobile devices, are “rooted in research and understanding the West Hollywood community,” shared Leipart.
The conversation on AirTalk was primarily focused on the project’s plan to create a sense of community, and Amitai Etzioni, founder and director of the Institute for Communitarian Policy Studies at George Washington University in Washington DC, was brought on the show as an expert on the subject. Etzioni shared that a development like this can be successful in creating a community if it “opportunes” people to come together. The important factor, he said, is whether there is space for people to gather, and come together, in the building. And whether there will be reasons for people to spend time outside their homes to interact with others in the building.
Indeed, there will be. To learn how The Huxley WeHo and The Dylan WeHo will accomplish this, listen to the interview here