Think of it as condo marketing as inspired by laundry detergent marketing. Honestly, for a moment I thought this was an ad for Tide.
The Hub is one of the condos up on Burnaby Mountain that make up the “UniverCity” — the unfortunately named community emerging out of Simon Fraser University‘s sell-off of its valuable mountain-top land to developers.
I don’t know much about The Hub but the ad tells me it’s “a variety of studio, one and two bedroom flats with striking modern architecture and sleek interiors.” There’s also some stuff about leading environmental standards and responsible housing backed without example or evidence.
Too bad developer Liberty Homes didn’t play up the higher education angle by choosing a more academic campaign. There’s something to be said for the ivory tower’s commitment to argument supported by reason. It could very well be that this development is genuinely green in design. But until I see the facts, I can only assume it’s fiction.
I don’t aim to be cynical but we are dealing with an industry that considers laminate to be a form of wood.
No word on pricing, but something tells me there’s no discount for students.