www.first-and-first.com
“Vertical living” provides single-family independence in urban neighborhoods while lessening the environmental impact of development. In Boston, the modern rowhouses of First+First represent a radical concept for a city that hasn’t seen this kind of dwelling since brownstones from the mid-19th century.

Developer Pappas Enterprises and architectural firm Utile are known for their innovative residences and recruited 160over90 to lure prospective residents. “We asked them who their consumer was and they had a really good description,” says Darryl Cilli. “You could see them as these architects and graphic designers who would appreciate the design and green aspects, and make the space theirs.” They created iconic elements that represent this psychographic group—Eames’ rockers, a PowerMac, a shiny green Vespa—and furnished the floor plans with them. A virtual tour begins in the mud room/garage (“Peel Back Excess Layers”) moving up through the four levels to the master bedroom (“Return to Reclined Position”).

“We wanted to sell it like a car or like Blu Dot furniture,” says Cilli of the modular, directional style. The look makes the site transcend its marketing aspirations; this is truly an instruction manual for the creative class.
Alissa Walker

160over90
ART DIRECTOR: Dan Shepelavy
DESIGNERS: Greg Klein, Ryan Blaiin
COPYWRITER: Brendan Quinn
CLIENT: Pappas Enterprises, Utile
CONTACT: www.160over90.com