Arthaus is the towering pinnacle of luxury condominium living, constructed of concrete and glass, located in the epicenter of the Philadelphia arts district across the street from the famed Kimmel Center. Built by visionary developer, Carl E. Dranoff, it boasts over 36,000 square feet of lavish amenity space, including an indoor lap pool, an outdoor reflecting pool, a rooftop greenhouse, individual planting gardens, and a dog spa.

The assignment kicked off before the ground was broken, and the ask was to name the building and create a tone of voice that would help Dranoff Properties sell as many of these multi-million-dollar condos as possible before the building was completed two years later.

Dranoff went with our first recommendation to name the building Arthaus. They liked that the name captured the spirit of the building on several levels. First, the location is in the heart of the arts district of Philadelphia. Second, the name hints at Bauhaus architectural influences. And the name evokes an international, clubby tone. The client also went with our recommendation to call each unit a “haus”. I wrote all the headlines on the website, and some were used on collateral pieces. 

Philadelphia Business Journal headline in 2022 when the building opened to residents: “5 condos at Dranoff's new Arthaus among region's 25 most expensive homes sold in 2022 so far.”

CD/CW: Paula Dombrow,  CD/AD: Lubna Abu-Osba,  Agency: Nucleus Digital