THE PROJECT 77 Hudson is a high-rise building located on the downtown waterfront section of Jersey City's Paulus Hook district. Known for its floor to ceiling glass curtain walls of varying blues and greens; the building is considered iconic along the skyline. It also displays 44,000+ s/f of amenities including a rooftop pool and landscaped park, with grill area, fire pit and dog run; screening room; yoga, fitness, massage, and steam room; Click Café, game room, business center, private dining room, and a number of lounges. THE SITUATION With 420 residences and 90% sold, the remaining units at 77 Hudson were the most expensive, upwards of $3 million. With a slowing sales pace, the developer searched for a new marketing strategy to boost sales. Partnering with Gacek Design Group, they committed to model four of the units with the concept of lifestyle merchandising.