Fast Company
Top O' the Market: A Consumer's Guide
| Trump World Tower | Richard Meier's Perry Street towers | 20 Pine | The Jade | Miraval Living | William Beaver House | |
| The pitch | "The Greatest Condominium Building in the World!" | The Getty Museum, curated by Page Six celebutards | Spring Break! SAC Capital Advisors heads to Milan. | Heroin chic, via Ibiza. Includes hammam/recovery area | Inspired Living meets The Nanny Diaries | Howard Stern hosts Private Air magazine relaunch party. |
| Extreme marketing ploy | Pimping out a hard-to-sell penthouse to Esquire magazine for use as multisponsor "ultimate bachelor pad" | No marketing. If you need to be pitched, you don't belong. | Sales office open 24-7 so BSD's can put 75% cash down without missing that next "sweet" deal | A 360-degree IMAX movie of Jade Jagger lets her glam life rub off on little ol' you | Congratulations: You now live in an ashram! Principal Steve Case to host wheatgrass mixer | By night, sales office becomes … the Beaver Bar. Cocktails: $8. Libido: bottomless |
| Brand signature | The tallest residential buiding on the planet--until it was trumped by the 21st Century Tower in Dubai | Meier's famous glass "curtain walls" | Armani ad nauseum, down to a replica of the Milan catwalk in sales office | Rooftop soaking tubs with city views | Spa has 12 flavors of massage, yoga, even nose-hair trimming services | A glass-bottomed Jacuzzi over entrance, for easy "talent check" on homecoming |
| Superfluous amenity | "[Yankee players] can just drive immediately up to Yankee Stadium directly, so they don't have to go through the traffic." --the Donald | Precious few for the money. A later Meier tower on Charles Street was chock-a-block with 'em--and blocked the Perry Street views. | Virtual Golf range; free breakfast for folks on floors 25 and above | Sales brochure contains recipes, such as "South American Fishcakes for Friends," presumably from the dubiously domestic Jade herself. | 25-foot "Quantum Leap" pole, for practicing "living in the moment" | Gymnastic rings and a trapeze, for perfecting circus skills |
| Over-the-top service | Kobe beef chateaubriand (Trumps's fave) from the ground-floor restaurant, Megu Midtown, which clocks in at $180 | N/A: See above. | A concierge service that can rustle you up a pair of albino peacocks | Lapis Lounge: the Bungalow 8 on the roof | Six-week condo-sponsored sex series will "take your relationship to the next level." | 30-person "disco convertible" screening room with lavender "cinema beds" |
| Price range | $952.5K to over $13.5M for penthouse | $2M for the cheapo lower floors; $15M for Bill Joy's three-story self-tribute | $770K to $4.5M for penthouse | $550K to $4M for penthouse | $650K to $3.5M | $890K, for a one bedroom, to $2.5M, for a penthouse |
| Who lives there | Yankee stars Derek Jeter and Hideki Matsui own; A-Rod rented. Bill Gates reportedly owns one. | Calvin Klein, Nicole Kidman, Martha Stewart, and Bill Joy have all called it home. | Chef Thomas Keller, of Per Se and French Laundry; radio talk-show host Joy Browne | Fashionistas a few shekels short of fabulous; Lucy Liu took a look. | Targeted at Andrew Weil groupies and Ayurvedic arrivistes | Wall Street horndogs and the people who briefly love them |
| Kitchen | Trumpian glitz: high gloss cabinetry, mirrored backsplashes, but--by 2007 standards--déclassé GE appliances | N/A: space delivered raw, the better for buyers like Martha Stewart to customize | Stealthy: rift-cut white- oak cabinetry hides Sub-Zero fridge and oven | Nominal: kitchen-in-a-box, in British racing green and duck-egg blue, e.g. | Ecologically correct: environmentally sustainable, bacteria-resistant countertops | Invisible: "attaché kitchen" (an homage to 20 Pine) completely concealed behind white lacquer |
| Bath | Bidets in the bath, Imperador marble in the powder room | See above. | Superhard Brazilian ipe wood; Waterworks fixtures | Bath-in-a-box, in same cheery tones | Crema d'orcia bamboo-textured limestone tiles | Louvered walls open to bedroom, perfect for postcoital peeping |
| Ugly underside | A board member who allegedly summoned a handyman and then "paraded around fully naked." Also, rumors of denizens with "troubling criminal pasts." | Disastrous, floor-destroying leaks; heating problems; lengthy construction delays; random snipers; tenant feuds | Two blocks from ground zero | One elevator for 56 units--including the penthouse | Top floors overlook: (a) condos incinerated by Yankee pitcher Cory Lidle's plane; (b) giant ConEd smokestack | See "brand signature." |
| Brand guru | The Donald | Starchitect Richard Meier | Fashion designer Giorgio Armani | Mick's kid, Jade Jagger | Mindfulness guru Andrew Weil | Nightclub impresario André Balazs |
| Existential caveat | In 1999, Walter Cronkite led opposition to the building based on the "unnecessary grossness of this project.'' And that's the way it is. | People who live in glass houses can still get stuck with a view of New Jersey. | However slick, your casa will be ringside for ground-zero construction. | Jade is happy to share her "lifestyle" with you, but she has enough friends. | You can have too much of a good thing--dermabrasion, for one. | Even a Kohler showerhead can't wash off a stain on your soul. |
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