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The emergence of the Eleven sales gallery

By Kevin Mullen

The emergence of the Eleven sales gallery

Once relying on architectural drawings and floor plans, paint chips and cabinet designs, the Eleven condo project in the Mill District of Minneapolis is now giving Buyers clarity with a technologically driven sales gallery that blends precision details and materiality within a simulated condominium environment.

Eleven sales gallery

Sales galleries are nothing new in the Minneapolis condo market. Since the 1990s, developers have been selling condos off of floor plans long before their buildings were finished. The Eleven tower, designed by world class architects Robert A.M Stern, developers saw an opportunity to showcases new technologies while focused on the technical details of the fit and finishes for each residence.

 “This takes pre-construction sales to the next level,” says John Wanninger of Lakes Sotheby’s International Realty.  John and his partners Kevin Mullen and Ben Ganje are responsible for the sales at Eleven.  John’s career in the condo market both in Minneapolis and Edina stretches for over three decades.  He has seen an array of presentations for condo projects in the past.

 But not all sales galleries are created equal, and in this current market, Arcadia-11 LLC and Ryan Companies US are taking the careful steps to ensure that every buyers experience is second to none.   The Eleven sales gallery will no doubt stand out while still being humble as a brand within the market.

“The Eleven sales gallery definitely raises the bar and really brings the story of Eleven to life,” says Mark Lucas, who is responsible for developing some of the most iconic buildings within the Mill District such as North Star Lofts, Stone Arch, Washburn and the Humboldt Lofts.

The Eleven sales gallery draws on the idea of creating layers within an experience beginning with a model of the tower.  Standing more than 6 feet tall, the scale model makes a strong impression.  Every Buyer that enters the reception area immediately begins to understand not only the size and scope of the tower but also the finer details of the building’s envelope.

Buyers then pass through a hall that functions more like an art gallery detailing the pedigree of past work from developers and architectural firm alike.  Buyers get to know, on a very unique level, some of the people responsible for envisioning such a notable project.

The end of the gallery leads to an 8 foot piano lacquered entry door with brass hardware.  This will be the front door for all of the residences within Eleven.  The door opens to display the level of quality and craftsmanship that this market has not seen before.  The interiors of the condo gives Buyers a sampling of the details the developers will include in every residence at Eleven.  The space is dramatic, well-appointed and includes sweeping views from the building.  For most Buyers that have had the opportunity to walk through the entire experience, the response has been emotional.  Most feel that the details within Eleven go beyond a typical condominium in the city and feel more like a custom built home.  It is the keen attention to every detail by Robert A.M. Stern Architects that is the catalyst for such feedback.

Technology is evident throughout the entire condominium.  From the Lutron controlled lighting system and remote-control window shades to the Wi-Fi thermostats.  There are even speakers embedded into the ceilings so as not to be seen by the eyes and controlled by Sonos.

If that is not enough, the team has crafted two other kitchens and bathrooms to provide the tactile experience the Buyers in this market have been waiting for.

Once Buyers have signed a purchase agreement on their actual home, they begin a world class selections process.  Led by Nate Wissink at Streeter & Associates a team of hand picked experts from the custom homebuilding niche.   This process will be handled within the design studio.  This space will allow Buyers to see, touch and feel the various materiality and optionality that they will be able to choose from.

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