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. 

 

While every picture does indeed tell a story, that story can change depending upon who’s looking at the picture. Nowhere is this more true than in the realm of real estate.

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’s University City with a rhythm and vibrancy all its own.

Night time is the right time for showing 3601’s sleek urban silouhette.

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

Ben Franklin (Philadelphia and Penn’s mainstay mascot) surveys one of the model apartments. His kite flying electricity experiments ultimately led to the internet.

 

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 be also be used online and in printed materials aimed at securing both commercial and residential tenants.

 
  Panoramic views fill each apartment with light.

Panoramic views fill each apartment with light.

 

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.

 
  Seeking summer in the midst of February.

Seeking summer in the midst of February.

 

The finished photos were to be used in e-mail and social media campaigns to retain current tenants, as well as attract new ones, potentially including co-working communities like WeWork, The Yard and Philadelphia’s own Indy Hall – places where convenience, collaboration and sometimes karaoke plant the seeds of productivity.