Mid Atlantic Real Estate Journal — Green Buildings — October 25 - November 7, 2013 — 11B
G reen B uildinGs Caryl Communications heads media relations prism Capital partners’ adaptive reuse nears end
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LOOMFIELD, NJ — With the delivery of the first apartments
at Parkway Lofts anticipated this fall, prism Capital partners, LLC has retained its marketing team for this benchmark industrial-to- residential adaptive reuse project in Bloomfield. The Prism construction team is putting the finishing touches on common areas and apart- ments throughout the prop- erty, including four model residences that will be avail- able for tours when the Park- way Lofts onsite leasing office opens. The General Electric Com- pany in 1897 built the land- mark, six-story warehouse that Prism has redeveloped into 365 loft-style apartments catering to the demand for fully amenitized, mass tran- sit-accessible rental housing. Industrial design elements such as new, 13-foot-high his- torical replica windows and other original architectural features – including exposed concrete columns and cylin- drical duct work – highlight the design. Caryl Communications, Prism’s long-time public rela- tions partner, is heading me- dia relations for the project. “We created a truly distinc- tive property from what was an obsolete industrial site, and we have hired an out- standing group of profession- als to bring the residences at Parkway Lofts to market,” said Prism’s Edwin Cohen , principal partner. “This proj- ect has been more than six years in the making. We look forward to introducing this new lifestyle choice to Northern New Jersey renters looking for a place they will be proud to call ‘home.’” Prism will begin construc- tion for Phase II – which will include 170 for-sale town- homes, a clubhouse and ad- ditional lifestyle amenities – by year-end 2013. “Upon completion, Parkway Lofts will be a vibrant, high-den- sity residential village,” said Prism’s Eugene Diaz , prin- cipal partner. “This project reflects the potential of infill redevelopment in New Jer- sey. We are proud to be part of the growing adaptive reuse movement, which is working to preserve the state’s history while setting the stage for its future.” n
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