655 Union Street strives to appeal to younger dual-income, childless couples (colloquially known as “DINKs”) with a variety of amenities for more mature residents.
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A new development in Brooklyn’s Park Slope neighborhood is taking a bold marketing concept, presenting luxury living spaces that don’t put families first.
Rather, 655 Union Street strives to appeal to young, dual-income, childless couples (colloquially known as “DINKs”) with a variety of amenities geared toward more mature residents.
The 13-story building will feature a Pilates studio, rooftop pool and dog spa, and will also carry over amenities for the younger generation, including a children’s playroom.
“The demographics are becoming more clear. If you look at the average age at which people started having children, especially in a place like New York, that age is being pushed back over time,” Avery Hall’s said founding partner Brian Ezra. the building’s developer told the New York Post.
Lounge area inside the building | Street Easy
The nation’s birth rate also fell to historic lows this year, with births down 3% from 2022, according to the U.S. Centers for Disease Control and Prevention.
With this statistic in mind, Ezra designed the building for adults who not only don’t have kids in mind, but also aren’t necessarily single people looking for companionship.
“We have strived to design amenities and services for this more mature renter…They will appreciate what we offer, especially those focused on health and wellness. We believe this applies to more mature types of renters,” Ezra told the New York Post.
The building will have one- and two-bedroom units, with rents ranging from the mid-$5,000s to the mid-$8,000s, Ezra said. It is scheduled to open in mid-January.
Other amenities include a Peloton bike gym. Social programming including happy hours and workout classes. There’s also a concierge service to assist with reservations, cleaning, dog walking, and more.
Douglas Elliman’s Kirsten Jordan suggested that eliminating children’s amenities would be a wise move for developers, as children will grow old within a few years.
“Children often outgrow these playrooms very quickly,” Jordan told the New York Post. “and [buildings] We didn’t prioritize enough space for teenagers, telecommuters, conference calls, podcast rooms, music rooms, and lounges. That’s a problem. ”
Outdoor Pool Street Easy at 655 Union Street |
Park Slope residents seemed skeptical of the child-free apartment concept.
“I love watching the kids,” Margo McCoy, 24, told the New York Post. “It makes me feel more at home. I have kids in my building and they love it.”
McCoy’s boyfriend, Charles Guglielmo, 24, agreed, saying he is a former kindergarten teacher and “loves working with kids.”
“I don’t know if they would go out of their way to avoid children,” Guglielmo said. “It seems a little excessive.”
Ezra noted that people with children are also welcome to live in the mansion. It says the building’s amenities are only available to individuals without children. Some housing units are spacious enough for couples to live with their children.
“Also, some people may feel more comfortable with two bedrooms or some very large one-bedrooms with additional rooms. [to bring in kids]” said Ezra.
“Some couples may be comfortable renting these.” [units]If something changes, they know they always have options and they’re not living in an apartment that’s super cramped and compressed in every dimension,” he added. “And if a stork comes to visit them, it buys them time to think about their next move.”
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