Founder David Pisor envisioned an unparalleled and highly individualized customer-service experience, requiring a very distinctive marketing image. Torque positioned the hotel with special consideration for Mr. Pisor’s vision, distinguishing it from the onslaught of institutional-luxury offerings aimed at high-net-worth consumers.
“We built on a theme that suggests an experience from another time, another place — something hand crafted,” says Kevin Masi, principal at Torque. “We emphasized its European mystique. Our work in developing the subsequent hotel name, images, language, and the campaign of print ads and website grew from this sensibility.”
Pre-construction sales success led to an increase in the project’s scope. Elysian purchased adjacent property, and expanded the development. In operation since 2009, the Elysian is one of the few successful hotel condominium projects in the market.
