XMBLY | 5 Middlesex Avenue | Assembly SQ | Somerville

Mike02125

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Where's our XMBLY guy @Mike02125 for some advertising strategy commentary?
Haha, well you asked and now you'll be sorry. The rebrand of "Partners HealthCare" to "Mass General Brigham" was very smart. The dumb brand was "Partners" in the first place. I meet people in the life science clusters in San Diego or Toronto who know (and have always known) "Mass General" but don't know anything about "Partners HealthCare". Partners was a generic name for political purposes. Mass General Brigham is a smart name for business purposes.

Generic or forgettable brand names like Partners Health Care, Related Companies, Consolidated Energy etc. do not add any value, they are simply labels. They don't necessarily hurt - but they certainly don't help. They don't actually *add* value. A good brand name actually creates value - even in real estate. Especially luxury real estate.

Think about it this way: the developers of Ink Block could actually sell or license their valuable "Ink Block" brand to the neighboring and competing 345 Harrison. Just like the bricks and mortar, National Development also own a valuable asset in the brand that they created and invested in. One of my best friends currently lives at 345 Harrison and proudly tells people that he lives "at Ink Block". Imagine buying a BMW and bragging to everyone that you bought a Mercedes? That's literally how archaic and fractured the world of local real estate branding is today. I content that 345 Harrison would be a more valuable asset (not in touchy-feely-hypothetical-goodwill, but in actual, measurable increase in PSF rents) if they had invested some money in creating a luxury destination brand.

What were we talking about? My mug is fake-smiling on zoom right now pretending to be listening to some webinar I was forced into while I type all this drivel.

Meanwhile, the huge, brightly-lit, toothpaste-neon, Mass General Brigham sign on I-93 is basically screaming across the river at Encore "Oh yeah? Well I can be vulgar too!"
 

JumboBuc

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BioMed Realty is officially publicly on board here.
The deal, announced Monday, was first disclosed last summer, when BioMed sought approvals from Somerville to change plans for the site — then known as XMBLY — from a mixed-use project that included apartments into something suited for life science companies. It closed on the property just before Christmas and BioMed is now preparing a proposal for the first phase of the project. The company aims to start construction later this year.

“Our vision for the Assembly Square location is to create a premier innovation campus where science and technology intersects,” said BioMed vice president Sal Zinno. “It’s an ideal location and size for a large life science company to establish a prominent headquarters.”
 

stick n move

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BioMed Realty is officially publicly on board here.


Looks pretty good imo



From the article: “BioMed Realty says it plans to build a 1.3 million-square-foot lab and office campus where a mid-sized office building and parking lots now stand.”

5 middlesex ave.


So the top render is a better representation of this previous render, which if you zoom in you can see its the same building. I hadnt noticed the detailing and faceting before, but when zooming in, there it is.
 
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RandomWalk

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What legal morass must be tying up the old Circuit City? This has been through multiple revisions and that one is crickets.
 

whighlander

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So is that an 8 story wood building?
concrete core and concrete floors with wood framing and walls?
 

whighlander

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Javier -- very interesting project
It sort of reminiscent of a bunch of trailers parked within a concrete parking garage
Might as well take it the next step -- build the concrete structure
Then as each floor is finished install manufactured modules while the supports for the next floor are being poured
 

Javier

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Is this apartment complex now called ALTA REVOLUTION?
 

kjdonovan

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Others may know better than me, but I recall that Revolution Drive was previously Ikea Drive or something similar. Changed to Revolution when the Ikea planned for the area fell through. I guess they decided to stop renaming the road after the NE Revolution also declined to build there. Thank goodness they didn't change it to Partners Drive! Also no longer a thing.
 

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