Developer paying celebrity residents to tweet about its Ft. Greene high-rise

Sponsored snap: Fashion blogger and actress Tavi Gevinson Instagrams about living near the Brooklyn Academy of Music — but it is really a paid ad for Two Trees’ new 300 Ashland buidling.
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Forget rooftop pools and heated dog runs — Brooklyn’s hottest new luxury building feature is a famous neighbor!

Developer Two Trees is paying a celebrity resident of its ritzy new Fort Greene high-rise to tweet about how great living there is — and is marketing her presence in the building as “an amenity” for other residents.

Fashion blogger and actress Tavi Gevinson is raking in an undisclosed sum to write glowing posts about the builder’s new tower at Flatbush and Lafayette avenues — now called “300 Ashland,” but formerly and better known as BAM South.

“Tonight I spent a long time admiring/trying to understand this 3D CLOUD-SLASH-MIRROR in my new lobby #adamfrankinc #300Ashlan­dPartner,” wrote Gevinson — the former wunderkind behind teen web-zine Rookie and now Broadway star — on March 13, joining photos documenting her move-in to the building, and her delight at living next door to the Brooklyn Academy of Music.

The ad-tweets were first reported by New York Magazine.

Now, the developer plans on moving in additional famous residents — and the stars will be hosting “special experiences” in the property for their less-well-known neighbors.

“We think it’s an exciting addition to our marketing efforts and a terrific amenity for tenants,” the company said in a statement. “Stay tuned for more great names and content.”

Gevinson pays rent to Two Trees, company spokesman Joshua Berkman claims — and units in the building currently run from $2,416 a month for a studio to $5,479 for a two-bedroom — but the firm also pays her for the sponsored posts, and it isn’t clear on which dollar figure is higher.

He also refused to say how she ended up living and tweeting in the building — if she was invited to move in, or if the company is just taking advantage of a famous tenant.

People who are paid to shill on social media are supposed to make it “clear and conspicuous” when their posts are ads, according to the Federal Trade Commission — which advises starting a missive with “sponsored,” “promotion,” or “ad” — and consumer advocacy group Truth in Advertising told the blog Jezebel that “#300Ashlan­dPartner” may not be sufficient warning.

Two Trees believes they’re clearly ads, according to Berkman, although he says Gevinson is the one penning the posts.

Celebrities are hardly the building’s only selling point — the tower will also house a new Brooklyn Academy of Music cinema, an Apple store, a Whole Foods, a public library branch, and a new home for Museum of Contemporary African Diasporan Arts.

But competition is fierce in the neighborhood, and Two Trees is vying to win moneyed tenants against several other new luxury high-rises nearby, including “the Ashland” next door, which has its own fancy food court, and “The Hub” across the road, which will have a huge indoor pool.

Gevinson could not be reached — by phone, e-mail or tweet — for comment.

Reach deputy editor Ruth Brown at or by calling (718) 260–8309. Follow her at
Updated 10:17 pm, July 9, 2018: Updated to clarify that Gevinson writes the paid post, according to Two Trees.
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Reasonable discourse

Juan Wasserman says:
oh please, you'd do the same thing if you could get a celeb to tweet about ya.
March 17, 2017, 5:04 pm
yuck from the borough says:
A sterile dump. If your into living with wanna-be's, this is the place.

Having money and being a snob are not mutually exclusive.

"I like everyday people, yea, yea!" For the youngsters, look it up and enjoy. If you don't, your a snob and disconnected.
March 17, 2017, 10:22 pm
Mom from Clinton Hill says:
As long as she stays in the building and off the streets...
March 17, 2017, 10:43 pm
Kim Kardashians from Fort Green says:
No one "paid" me to make the tweets, i just really like these condos! This is false news!
March 18, 2017, 11:45 am
Tal Barzilai from Pleasantville, NY says:
This almost reminds me of the paid supporters that were used by Forest City Ratner to defend the Atlantic Yards complex even though most of it still isn't built and barely affordable for them, but that's what they get for believing him.
March 18, 2017, 3:22 pm
yuck from the borough says:
Yea sure that's Kim K writing above. More like false Kiming.
March 18, 2017, 4:42 pm
Benny from Park Slope says:
"Fashion blogger." The saddest phrase in the English language. (Besides "Steve Bannon's hair," of course.)

Does any grownup really give a f$&@ about rubbing bony shoulders with C -list "celebrities"? How pathetic does your own life have to be to swallow this sort of marketing sewage? Jeezus!!!
March 18, 2017, 4:59 pm
yuck from the borough says:
By the numbers of commenters, doesn't seem to have gotten the attention they expected. That or Kim isn't that popular amongst Brooklynites.
March 18, 2017, 7:11 pm
Career Opportunities from Vinegar Hill says:
"Fashion blogger" AND actress, hah hah.
March 19, 2017, 1:32 am
Wanabe from Brooklyn says:
Oh how I can't wait to be seen with the rich and pathetic!

Any "so called famous" person who entertains this is merely showing their own desperation for attention. If they were really famous, they'd be hiding from the public instead.

There's a lack of substance in both the cheap marketing tricks and tickey-tackey living these developers are offering.
March 19, 2017, 8:57 am
Charles from Bklyn says:
Come to Brooklyn and be a part of the mass displacement of the working poor by government facilitated luxury developments. This is the fake Brooklyn.
March 19, 2017, 10:23 am
Holly Willoughby from Park Slope says:
I think Kim Kardashians summed it up pretty well in her comment above. Everyone loves to criticize these celebrities, but they are doing all they can! You won't be happy until she has a melt-down and is just crying on the street. Shame on you! That is a despicable part of your personality, and frankly it's disgusting. If I saw that I might just wretch. Really, I would.
March 20, 2017, 9:48 am
C from S says:
Are there really Rosenwach tanks on the roof?

To this day I curse The Edge's marketing tactics.
March 20, 2017, 1:01 pm
Matt from Greenpoint says:
"Celebrities are hardly the building’s only selling point — the tower will also house a new Brooklyn Academy of Music cinema, an Apple store, a Whole Foods, a public library branch, and a new home for Museum of Contemporary African Diasporan Arts."

So, Hell, basically.

Would be really cool if the Apple store were actually in the African Arts Museum and the library branch (lol) in Whole Foods, where the "celebrities" pay their rent by stocking shelves.
March 20, 2017, 3:49 pm
Bobbi Toon says:
I can see from the so-called comments section that none of these people know the true meaning of the word: Fàshïón!
March 20, 2017, 7:36 pm
Leslie says:
What? No water park? No chapel?
March 20, 2017, 7:51 pm
HONEY Pooter from Williamsburg says:
Ooh, It's like being Hollywood! Celebrities like the Hungarian fashion blogger - well I am impressed!
March 21, 2017, 4:41 am
chop chop says:
Squarefeet is limited and expensive because of big families.
March 21, 2017, 7:11 am
Brooklyn babe from Atlantic Yards says:
Tal from Pleasantville is right. Let's not forget how Bertha Lewis is now a shrill for Ratner, and NY Communities for Change rents space from Forest Ratner.
March 22, 2017, 12:41 am
Cassie Woo from China says:
Brooklyn babe - when is Tal from Pleasantville not right? This man has an unusual intellectual gift. Very few people can comment on matters they have no particular knowledge on, and live nowhere near as well as he can!
Who would ever imagine that a private commercial enterprise would try to use modern marketing techniques? Techniques that are basically the essence of this woman's job! Fashion blogging is basically a slightly entertaining commercial for products to buy!
March 22, 2017, 5:48 am
Tal Barzilai from Pleasantville, NY says:
Cassie, why don't you try to prove my statement to be wrong rather than resorting to personal attacks? Just hearing those celebrities blog about positive statements only about that new building does make me feel that they were almost paid to say that. Let's not forget that there were numerous Atlantic Yards supporters that were paid by Ratner to defend it, and I know that from encountering them. Speaking of the Atlantic Yards, Norman Oder, who writes the Atlantic Yards Report, did write a blog entry about this, and the link will be given below. On a side note, by your logic, you shouldn't have a say on this because you live in China, so the pot has been calling the kettle black here.
March 22, 2017, 4:07 pm

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