Lumen
Designed by Hill West Architects, Lumen LIC’s 938-unit residential highrise will include over 20,000 square feet of ground floor retail and 12,000 square feet of amenity space, all while offering uncompromised views of the East River and Manhattan.
Lumen offers a package of luxury amenities that includes a state of the art fitness center, swimming pool, club lounge, coworking space, sky lounge, kids room, and multiple outdoor terraces for its residents to enjoy. Lumen LIC stands tall in the heart of Long Island City, a growing neighborhood renowned for its creative flair and waterfront parks, and offers residents seamless access to Manhattan and Brooklyn. MGNY designed a curated website and data-driven advertising campaign positioned to engage with the Long Island City community and wider eligible audience, including those unfamiliar with the New York City Housing Lottery. Our dynamic approach took to the streets, subways, and social media and, like Lumen's towering stature, MGNY's advertising campaign generated towering results for a 130% AMI project in NYC - over 5.3 Million website impressions and 16,945 total applications.
Project Highlights
16,945
Applications in Housing Connect
200
Applications Processed
282
Number of Affordable Apartments
The Challenge
The explosion in 130% AMI affordable projects in 2024/25 led to the unique challenge of establishing a brand identity for Lumen LIC, along with a more educational and personalized customer experience for the eligible applicant. We felt that too many eligible New Yorkers were unaware of how NYC’s Housing Lottery worked.
The Solution
MGNY leveraged their experience as an industry leader in the affordable housing space to educate the newly acquainted public through several points of contact and a meticulously curated website. From the first interaction with Lumen LIC - whether it is a subway or digital advertisement, MGNY's specialists provide personalized guidance, ensuring eligible applicants receive excellent support at every step of the touring and lease-up process.
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Carmel Partners
Carmel Partners is a San Francisco based firm. Carmel Partners is renowned for their pioneering and innovative approach to state-of-the-art multifamily developments and their environmental stewardship, with 100% of their development assets having or planned to obtain a green rating.
