The “Perfectly Off Center” marketing program at NOVEL Deep Ellum in Dallas takes its cues from its eponymous neighborhood, the eclectic Deep Ellum district, home to the most significant collection of 20th century storefronts in the city as well as all things avant-garde. The campaign united custom video, photography and an integrated art program to convey the offbeat, forward-looking vibe that has come to characterize the 150-year-old neighborhood.
The 231-unit apartment community, which includes eight distinctive “stoop” units on the street level, is a veritable buildingwide gallery for local artists, with everything from edgy wall paintings in the fitness center to a custom tile mural of Venus lining the pool. And the property makes use of the parking garage’s ground floor by utilizing it as flex space for programmed and live music events, keeping in line with the area’s known appreciation of sound art. As another of the marketing program’s tag lines declares of NOVEL Deep Ellum: “Always Extra, Never Ordinary.”