NEW YORK CITY-Looking to differentiate itself from other landlords presiding over rental properties, Invesco Real Estate has launched a “lifestyle brand"—called Instrata Lifestyle Residences—under which it will offer residents of its five properties here some unique services and amenities. The company, a unit of unit of Invesco Ltd., may also bring the concept beyond New York in the future.
The Instrata brand gives residents of Invesco buildings the promise of “condominium-caliber design, finishes, amenities and services to rental developments,” buildings with ample public space, concierge services and access to golf courses, ski locations and the like throughout the country.
Since April 2011, Invesco has acquired four residential properties locally, totaling 806 apartments. Renamed with the Instrata brand, the buildings are Strata at Mercedes House, at 550 W. 54th St.; Instrata NoMad (formerly the Madison Belvedere), 10 E. 29th St.; Instrata Gramercy (formerly the Elektra), 290 Third Ave.; and Instrata Brooklyn Heights, located at and formerly known as 75 Clinton St.
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Rayna Katz
Rayna Katz is a seasoned business journalist whose extensive experience includes coverage of the lodging sector, travel and the culinary space. She was most recently content director for a business-to-business publisher, overseeing four publications. While at Meeting News, a travel trade publication, she received a Best Reporting award for a story on meeting cancellations in New Orleans during Hurricane Katrina.
