655 Union Street makes an effort to appeal to young, two-income, childless couples — known as “DINKs” — with its many services for mature residents.
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A new development project in Brooklyn’s Park Slope neighborhood is bold in its marketing concept, presenting a luxury residence that doesn’t think about family first.
Instead, 655 Union Street makes an effort to appeal to younger, two-income, childless couples — known as “DINKs” — with more mature resident amenities.
The 13-story building will include a Pilates studio, a rooftop pool and a dog spa, and convey amenities offered on a smaller set, such as a children’s play area.
“The demographics are becoming clearer: if you look at the average age at which people start having children, especially in places like New York, that age has been pushed back over time,” Brian Ezra, Avery Hall founder and building engineer, told The New York Post.
Rest area in building | StreetEasy
The national fertility rate also fell to an all-time low this year, with births down 3 percent from 2022, according to the US Centers for Disease Control and Prevention.
With that figure, Ezra designed a building for adults who don’t think about children, but also singles who want to meet.
“We’ve tried to design amenities and services for this older employer… they’re going to appreciate the things we offer, especially the focus on health and wellness, which we believe speaks volumes to the nature of seniors. resident – not to party all night,” Ezra said The New York Post.
The building includes one- and two-bedroom units that will rent in the $5,000 to $8,000 range, according to Ezra. It is scheduled to open in mid-January.
Other facilities will include a Peloton cycling gym; community programs, including happy hours and exercise classes; and a concierge service to assist with activities such as reservations, cleaning and dog walking.
Douglas Elliman’s Kirsten Jordan suggested that moving away from children’s services is wise for developers, as they become obsolete within a few years.
“In most cases, kids outgrow kids’ playrooms,” Jordan said The New York Post. “And again [buildings] it did not prioritize enough space for young people, for those who work from home, conference calls, a podcast room, a music room, and a lounge. That’s the story.”
Outdoor pool at 655 Union Street | StreetEasy
Park Slope residents seemed in disbelief at the idea of a building without children.
“I like seeing the kids up close,” said Margo McCoy, 24 The New York Post. “It makes it feel like home. I have kids in my building and I love it.”
McCoy’s boyfriend, Charles Guglielmo, 24, agreed, saying he “loves working with kids,” as a former kindergarten teacher.
“I don’t know how I can avoid the children,” said Guglielmo. “It sounds a little extreme.”
Ezra pointed out that people with children are also welcome to live in the residence – it’s just that the facilities of the building are catered for people without them. Some units are also open enough that couples may feel like they have enough space to stay with a child.
“It’s also possible that, in our two bedrooms or in some of our larger rooms with an extra room … some people feel comfortable. [to bring in kids],” said Ezra.
“Some couples may be comfortable renting these [units]they know that if something changes, they can always have an option — they don’t live in a very tight, all-round space,” he added. “And if a stork visits them, they can buy themselves time while they figure out their next move.”
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