This ergonomic, yet cozy lounge opens onto an expansive roof deck.

This ergonomic, yet cozy lounge opens onto an expansive roof deck.

Sometimes a photograph will be called upon to serve many masters. In the case of 3601 Market Street, a modern luxury residential complex in the heart of University City, one of Philadelphia’s hottest communities, that could mean investors, developers, managing agents, city planners, and, of course, prospective tenants. 

 Nighttime is the right time for showing 3601’s sleek urban silhouette.

Nighttime is the right time for showing 3601’s sleek urban silhouette.

These young, up and coming professionals are often referred to in real estate circles as “Meds and Eds” – healthcare professionals, students and educators whose lives and lifestyles infuse this urban oasis in West Philly with a rhythm and vibrancy all its own.

Though commercial realtors ARA Newmark brought me on board to showcase aspects of the building that would be used to help sell the property to new investors, I knew that my photographs would also be used online and in printed materials aimed at securing both commercial and residential tenants.

 Kitchens at 3601 are big enough to satisfy anyone’s inner Julia Child.

Kitchens at 3601 are big enough to satisfy anyone’s inner Julia Child.

The building itself is a millennial’s paradise. Spacious apartments and penthouses with spectacular city views, controlled access with doorman service, on-site parking for vehicles and bikes, a modern 24-hour fitness center, game room and lounge, and a rooftop heated saltwater pool.

 Ben Franklin (Philadelphia and Penn’s mainstay mascot) surveys a model apartment.

Ben Franklin (Philadelphia and Penn’s mainstay mascot) surveys a model apartment.

The client wanted an open, warm, summertime feel to the imagery, something to help convey the energy of the building and the surrounding community. As we were shooting on a cold, dreary day in February, this would be our primary challenge.

 Panoramic views fill each apartment with light.

Panoramic views fill each apartment with light.

We shot the interiors early in the morning, taking advantage of the cool natural light and city vistas.  The exterior was shot much later in the day in the warm glow of twilight.

 Seeking summer in the midst of February.

Seeking summer in the midst of February.

Capturing the lively street life of University City would be tougher.  Remember, this was February. It was cold and the days were still not long enough. This is why it pays to work with a photographer who knows the neighborhood and has a deep archive.  A street scene shot in late summer of the previous year did the trick.  One picture, but now with a different story to tell.

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