2014 has been an exciting year for Chicago’s downtown luxury rental market with more than 1,800 units set to deliver across several new residential towers in 2014. Leading the pack was M & R Development’s 73 East Lake, a 42- story rental high rise, which was the first downtown tower to open this spring.

To celebrate this important milestone, M & R Development hired Taylor Johnson to create, plan and execute an invitation-only event for the developer’s partners, industry and media. Taylor Johnson chose a Summer in the City theme for the event, which played off 73 East Lake’s proximity to many great Chicago summertime spots, including Millennium Park and Lake Michigan. The theme also tied into showcasing the building’s two outdoor terrace levels, which feature cabanas, grilling stations, fire pits and numerous outdoor seating areas. Taylor Johnson worked with the caterer to design a light summer menu around the theme, with items including grilled meats and vegetables, as well as two signature cocktails based on the classic sangria and mojito summer drinks.

The challenge for Taylor Johnson was to ensure guests visited the four different floors of the building the developer wanted to showcase — floors nine, 10, 20 and 42. The solution was to create a “Summer in the City Passport” lanyard, which also served as a nametag for each attendee. The lanyards included what could be toured on each level, including model apartments, amenities like the pool and twostory fitness center, and the hub of the event — the 42nd floor Sky Lounge, which included a bar, passed hors d’oeuvres, and a terrace with lounge chairs and music.

With event staff on every floor, as well as temporary grand-opening event agenda signs placed in all elevators, each of the four designated event floors was buzzing with guest activity and the developer was able to showcase all the aspects of its new building. The evening concluded with remarks and a toast from the developer on the 42nd floor terrace, and each guest left with a Summer in the City reusable tote bag containing 73 East Lake branded gifts, including a fold-up picnic blanket, travel wine cup, and — of course — sunscreen. Since its grand opening, 73 East Lake has received a great deal of media coverage including stories in the Chicago Tribune, Chicago magazine, CS, Crain’s Chicago Business and Curbed.com.

Taylor Johnson created, planned and executed an invitation-only event for the grand opening of 73 East Lake for the developer’s partners, industry and media.
Taylor Johnson worked with the caterer to design a light, summer menu around the theme, with items including grilled meats and vegetables, as well as two signature cocktails based on the classic sangria and mojito summer drinks.
The evening concluded with remarks and a toast from the developer on the 42nd floor terrace.
Each guest left with a Summer in the City reusable tote bag containing 73 East Lake branded gifts, including a fold-up picnic blanket, travel wine cup, and — of course — sunscreen.