When it launched in 2008, the Edge represented one of the largest and most ambitious projects not only in Williamsburg but in New York city. Occupying over seven prime acres along the East River and comprised of a series of buildings and towers whose arrangement created a sophisticated park-like setting, the Edge offered a new way of living in Williamsburg with an unprecedented mix of views, amenities and service in Brooklyn’s hippest location. The marketing leveraged the name itself, pushing boundaries, color, type and attitude, weaving image and text to support its grit meets glamour positioning.
