27/08/2026
During our stay in New York, we once again had the opportunity to combine the personal with the professional and visit One High Line, one of the city’s most impressive new residential developments.
Designed by BIG, the project consists of two towers with two distinct interior concepts by Gilles & Boissier and Gabellini Sheppard. What fascinated us most, however, was the story behind its remarkable sales turnaround. Originally launched as The XI, the project struggled with sales before being repositioned and relaunched as One High Line, with Corcoran Sunshine Marketing Group taking over sales and marketing. A new brand, clearer positioning, two distinct design identities and a stronger focus on lifestyle and hospitality helped turn the project into NYC’s #1 best selling new development by dollar volume.
For us, visits like this are much more than inspiration. They provide valuable insights that we can bring back to Berlin and share with developers at an early stage of planning. Successful sales start long before a project enters the market. Creating the right product, understanding future buyers and defining design, positioning and lifestyle from the beginning can ultimately make the difference.
Same architecture. Same location. Same two towers. But a completely different sales story.
A big thank you to Corcoran Sunshine Marketing Group and especially Elisa for making this visit possible and sharing these valuable insights with us.
