CasE Study

TISHMAN SPEYER: LUMINA and MIRA SF

The Challenge

In 2014, Pike & Company was tasked to help market and sell 656 luxury condominiums for Tishman Speyer, a world-leading developer, owner, operator, and asset manager of first-class real estate. The condos entailed two high-rise developments in San Francisco’s South of Market District:  LUMINA, the largest residential for-sale project in San Francisco history, launching in 2015, and the 392 residences at MIRA SF launching in 2019.

OUR SOLUTION

Our strategies focused on showcasing the difference in value that LUMINA and MIRA provided within the competitive San Francisco residential landscape. With LUMINA being San Francisco’s largest residential project and MIRA being tapped as “one of the ten most important buildings of the decade,” by San Francisco Chronicle Architecture Critic John King, we were able to highlight each property’s unique appeal.

THE RESULTS

Our comprehensive communications campaign for LUMINA included creating engaging content and managing social media initiatives that drove 5,000+ prospects to register for the interest list, as well as media relations efforts which earned the development consistent regional and national news coverage, including top placements in The Wall Street Journal, The Financial Times, Forbes, and Business Insider, as well as influential local and trade outlets such as the San Francisco Chronicle, San Francisco Business Times, San Francisco Examiner, The Registry, 7×7, Multi-Housing News, Connect CRE, and more. LUMINA sold more than 650 luxury-priced residences in 48 months, making it one of the most successful residential developments in the country.

As LUMINA sold out its hundreds of residences, Pike & Company began work on Tishman Speyer’s newest luxury condo project, MIRA. Our plan included the development of a large-scale advertising campaign in conjunction with full-scale media relations efforts to launch and brand the building. The outreach helped make MIRA SF a media darling among key architecture and design writers. Our efforts earned MIRA a San Francisco Business Times’ “2021 Real Estate Deals of the Year” award. They garnered influential media coverage in Architectural Digest, San Francisco, 7×7, Dezeen, and Design Boom, among others, and a constant flow of articles in the San Francisco Chronicle, San Francisco Business Times, Bisnow, and more.

By implementing a similar marketing communications program that worked for LUMINA, MIRA has sold more than 85 percent of the 392 residences and is expected to close out in early 2023.

Our combined media outreach generated more than 450 feature stories and media mentions of LUMINA and MIRA, totaling approximately four million impressions.