Quattro may be the name of a razor but it’s also the brand of “affordable luxury” in North Surrey. I caught an ad for a new phase of this “starter market project” on a billboard but haven’t been able to find out much new info about it.
In an article appearing last year in the Journal of Commerce, the Quattro condo is described with the kind of enthusiasm you’d see in a press release republished as a news report. My favourite comment is that of the condo marketer who describes the “lower side of middle income earners” as an “old forgotten gold mine, where known residual ore still exists.”
In the marketer’s defence, the reporter paraphased the remark but there’s something hilarious about mining metaphors getting mixed up in real estate promotion. Sooner or later, we’ll be seeing ads for Klondike Kondos, the coolest lofts this side of Whitehorse — coming soon to Scott Road.
As for the “luxury” of Quattro living, it’s interesting that once again luxury is the packaging of stainless steel appliances and granite countertops. How original. Isn’t luxury supposed to be rare?