Several people have pointed out the new Two Trees Ad. Now Curbed has also posted a copy of the ad courtesy of Young Manhattanite.
The ad features a picture of the Brooklyn Bridge (pre-maintenance) taken from the Empire Fulton Ferry State Park. The ad states “Silicon Beach: Creative Office Space on the Waterfront-DUMBO.”
It is quite clear that the word silicon is a reference to the increasing number of technology companies moving into the neighborhood. And if you stand in Fulton Ferry State Park and squint your eyes while exercising an enormous amount of hyperbole, you could refer to the waterfront as a ‘beach.’
But the whole campaign seems like a huge, and unnecessary, stretch. Apparently DUMBO is such a horrible place on its own merit; they feel the need to re-franchise it as some sort of Cali-coast wannabe.
Another mysterious detail about the ad is that Silicon Beach was a software company in the 1980s. They joined forces with Jonathan Gay to form Macromedia. Or so Jonathan Gay says on Adobe’s ‘The History of Flash’ presentation posted on their website.
Maybe Two Trees is trying to covertly announce that the software giant is moving its Midtown offices to DUMBO. Or maybe this cab ride is taking too long.