Re: 45 Province St
The "promise of prestige" is a strong emotional driver for all luxury purchases and with this address you can imagine the cocktail party banter:
New Buyer: "We just bought a condo at 45 Province Street"
Stranger: (brightly) "Where's that?"
New Buyer; "It's in Downtown Crossing"
Stranger: (darkly) "Oh." as images of the DTX crowd pop into their head and the older housing stock around the fringes of the combat zone/chinatown. They think to themselves "jeez, do people really live in Downtown Crossing?"
Vs.
New Buyer: "We just bought a condo at the Province Tower"
Stranger: Brightly "Oh wow! Congratulations!" - even if this stranger doesn't know where it is - he/she knows what it is - it's a "tower" that is prestigious enough to have a name instead of an address.
Things like this have a strong emotional impact on luxury purchases - from watches, to liquor, to cars and homes. People should brand and market real estate the same way you brand and market shoes or lipstick. Different industry, but the consumer behavior fundamentals remain the same.
Also, reviewing their marketing material, it bugs me that the logo stresses "45" and not "Province" - looks like they hired a very good and capable graphic designer, but passed on undertaking a more serious branding/marketing campaign. Is there any other major residential development that is known by its address? I can't think of any. This is literally the only major one I can think of. It's unusual. The Devonshire, The Ritz, Archstone Boston Common, Harbor Towers, Avenir, Vesta West End, Asteria West End, Trinity Place, the Bryant, the Clarendon, etc, etc... 45 Province Street - it just strikes me as strange - like it's down-market product when it's actually incredible and beautiful.