The Locale
Photo: TreeTop Development

Curbed reports that the Locale condo development is about to hit the auction block. This was, I suppose, inevitable, given the utter desperation of the development’s latest marketing ploy – creating a subway-themed development. Which makes sense, since the building is 10 blocks from the nearest subway station (the G at Nassau), you’ll probably forget what one looked like by the time you get home.

Nothing says misguided more than emphasizing your project’s biggest weakness. But then again, when you’re developing across the street from a toxic plume, your opportunities for positive spin are few and far between. (Not that anything else in their marketing plan made sense – if your Manhattan views are over the Newtown Creek sewage plant, you might not want to bring that up, either.)