Today's News Homes/Pioneer Press - March 2008

Affordable ultra-hip condos at 659 W. Randolph St.

The swanky, new construction condominium building, R+D659, located in the re-vamped West Loop targets technologically savvy younger audiences. Through internet-friendly marketing and affordable pricing, the urban sanctuary at Randolph and Des Plaines streets attracts buyers. In what is typically a slower market time, Mesirow Financial Real Estate must know what buyers are looking for with a reported four sales this year.

Managing Director, Dominic Adducci attributes the building's success to innovative marketing efforts, the building's desirable product and amenities, and preferred financing programs. The desirable program offers a 1.5 percent discount off the market mortgage interest rate at the time buyers' close.

"The lower rate affords our buyer flexibility when selecting their home," Adducci says. "They're able to get what they want and not settle for anything less." To reach prospective buyers, Mesirow's marketing team utilized its Web site, to roll out a series of short "webisodes" promoting the advantages of living in R+D659.

Playing off the fact that the building's location was once home to the city's meatpackers, the video's star, Artie, is a turn-of-the-century butcher who finds himself in a much-changed West Loop. Fun-loving Artie is educated about the many amenities of R+D659 and the surrounding ultra-hip neighborhood. His humor and skepticism entertain as well as educate buyers about the ultra-hip, affordably priced condos. R+D659 is a contemporary 17-story glass and concrete high-rise under construction at the corner of Randolph and Des Plaines streets. The modern building features 237 condominiums and penthouses ranging from 655 square feet to more than 1,600 square feet, priced from the $200,000s to the $700,000s.

"It still comes down to offering a product people love at a price they think is fair," Adducci adds.

The building offers more than 30 varieties of one, two, and three-bedroom floor plans to satisfy each individual buyer's needs. The open layout flows flawlessly from one room to another, all highlighted by carefully chosen modern finishes. Those include: sleek European-style cabinetry in the kitchen and bath, granite countertops, stainless steel appliances and wood flooring in the living spaces. All plans also feature expansive 9-foot ceilings and 12-foot ceilings on the penthouse floors.

Beyond the interiors of the homes, R+D659 also offers many amenities. The residents-only lounge is the centerpiece, featuring a flat screen TV with surround sound, a wet bar, pool table, full kitchen and dining area. Adjacent is a fully equipped exercise room, and a completely connected business center.

The outdoor building amenities will include a swimming pool with landscaped sun deck, a Japanese-style garden and an outdoor grill area. The building's environmentally friendly, green roof will provide another outdoor space for residents.

The surrounding West Loop neighborhood is home to several art galleries, renowned restaurants and ample nightlife. The building is also only a few blocks from the expressway, Ogilvie Transportation Center, the CTA and the Green Line, which provides easy access to downtown and the rest of the city.

The R+D659 sales center and decorated model are now open at 626 W. Randolph St., at the northeast corner of Randolph and Des Plaines streets. Sales hours are noon to 6 p.m. on weekdays, and noon to 5 p.m. on weekends. For more information, call (312) 474-0659 or visit RD659.com.