Sunday, October 02, 2016

Branding the neighbors: Cielo Garage @ Barclays (actually: 670 Pacific)

Hey, what's this? When the photo was sent to me, I first thought it might be a garage in one of the new Atlantic Yards/Pacific Park buildings coming online.

But they don't have balconies. Actually, it's at 670 Pacific Street, the new 8-story rental building sandwiched in between the larger Newswalk condo building and the site for the Atlantic Yards/Pacific Park 27-story market-rate rental tower (+school) known as 664 Pacific.

When I wrote about 670 Pacific last July, the branding wasn't visible. The signage suggests they're aiming less at tenants with cars than those visiting the arena. After all, it's less than a block away.

Cielo is a brand of Willoughby Operating Company, which according to the LinkedIn page of one of its executives, in September 2016 signed a long-term lease of Cielo Garage @ Barclays, described as a "brand new 86 unit parking garage- closest garage to the Barclays Cente.

Willoughby Operating Company in August 2016 acquired Cielo Garage @ Schermerhorn, a 200-space parking garage in Downtown Brooklyn located at 189 Schermerhorn Street,

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