In what is sure to bring about an arms race of lifestyle claims to each and every one of Vancouver’s numbered streets, the marketing blitz is now in full swing for First (sorry, FIRST), the Marcon–Wedgewood residential project that invites buyers to “live the West First lifestyle.” I’m a bit at a loss as to how the West First lifestyle compares to the West Second lifestyle but I can let it slide. This is a condo ad after all.
Apparently First is “only in Kits” — Kits referring to Kitsilano — which begs the question as to where the hell the street goes once it crosses out of the neighbourhood. Could there be life beyond Alma or Burrard? (I once had a friend who lived at First and Commercial but I never actually went to the place. Was it all a lie? No wait, that’s East Van. You can’t trust those urbanist modernists.)
If you have the time, take a visit to FIRST online. Then prepare yourself for a sampling of the limitless leisure afforded through ownership of this concrete palace. Guests to the site are treated to an animation depicting a 12-hour day, complete with suggested activites for residents. I’d offer my own remarks, but perhaps I’d be best to leave you with the ad copy itself:
Imagine your day at FIRST: A run on the beach, mid-morning latte, epicurean delights for lunch, browsing shops you’ll only find here… the possibilities are endless.
Wow. That’s great. Sounds like my day except I fit going to work in there, and minus the mid-morning latte (gotta get to work before mid-morning), epicurean delights for lunch (typically I eat at my desk for lunch while at work), and browsing unique shops (stores are usually closed by the time I get home from work). But maybe I’ve got it all wrong. Maybe this does beat the West Second lifestyle!