Marketing works. Right now the hot commodity in Detroit’s hippest suburbs (I know that sounds like an oxymoron, stop laughing!) is the loft. But suburban Detroit is not Soho, and our trendy suburbs do not have warehouse districts with artists squatting in abandoned buildings and gentrifying them.
For the most part, our “lofts” are new construction condominiums with the obligatory exposed brick wall and unfinished ceiling. Other industrial decorating touches help to create the coveted loft mystique. It’s really pure marketing genius. Just don’t tell the super excited new owners that they’ve just paid an extra $50k for something everyone else knows is just an overpriced condo, ok?
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