How did the newest condo building in downtown Raleigh get it’s name? “‘Hue’ was easier to type into a cell phone, said Jenny Martin, King’s business development director. “How hard is it to text ‘The Dawson on Morgan’?” she asked. “BFF. Hue. You do the math.” (FYI: Its initial name was The Nash, which would share the name with the public square that is located across from the construction site and itself only has 4 letters, but it seems not “hip” enough). Nevertheless, from this statement, an assumption can be made that Hue, the latest addition to Condo Alley, is attempting to cater to a younger crowd. The warehouse district seems to be slowly devoured by this type of development. Hue will add color to the area, but will it add character? What will its cornice twin neighbors think?
And what about this marketing video that has made its way to Myspace and YouTube?
Hue, which will include 208 total units that range from Studios to 2 Bedroom/2 Bath, carries this mission statement with it:
“A lifestyle that’s gray? Not at this address. Amplify the color. Go for something more vibrant, brighter and more alive. Experience the world that describes Hue.”
Its website states that Hue represents a “brighter shade of life”. Their logo is a colorful Rubix Cube. The facade is stated to be a “contemporary design with bold color accents, primarily blue and yellow”. It all seems very playful and fun, but will it live up to its “bright and contemporary label”. No architect is jumping to brand his/her name to the project, it seems that the building is developer based, as are most downtown Raleigh condo buildings. Not a great sign. Trammell Crow Residential (TCR) is the developer, headquartered in Atlanta, GA, and is the one the nation’s premier multi-family real estate firms. You may recognize another project in downtown that is under their supervision, 222 Glenwood. On the “brighter side”, Hue also looks to be much less expensive than most condo buildings in downtown with a $160,000 starting price. Another attempt to bring a younger crowd to this area.
It will have 7,500 square feet of shops and restaurants at street level, a fitness center, private pool with sundeck, landscaped courtyard with barbecue grills, and a six-story parking deck with approximately 300 spaces. Considering the fact that most downtown lofts built in the past few years are occupied, Hue may sell most of its units quick. Over 1,000 more lofts are expected by 2011. The boom continues, but does the quality of life in downtown? Does Hue add character to Condo Alley? The Warehouse district? Is this an attempt to put a pretty facade on an area that is full of vacant buildings? Buildings that could be renovated into lofts that pay tribute to the area’s history and are not marketed via grills and fitness centers. It dwarfs its neighboring bars but does add a bit more style than the two condos beside it, full of red brick and 17th century cornices. But will it last? Is its design/construction durable? Will it be replaced in 20 years by whatever is the next version of “downtown” living.
There is currently a mound of dirt on the site and the often used sidewalk to The Borough (the one retail/restaurant addition to downtown by the two current condo projects) is closed, but soon the steel will be rising and the blue stucco adhered. What will Hue become? Will Condo Alley be brighter or will it stay the same bleak color it currently appears each night at sunset.
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