NOVEL | South Capitol began with Crescent Communities' and RCP Development's vision to develop a multifamily building with character, community-focus and contemporary urban lifestyle. This vision provided an ideal platform for the NOVEL marketing campaign and set the tone for the leasing strategy. NOVEL's campaign "Your Next Chapter in Apartment Living" tells the story of the next chapter for not only residents, but also the neighborhood. NOVEL's location at the far edge of Navy Yard posed a challenge to position the apartments in the market as "community-focused" without an established community. The team answered this challenge by strategically re-positioning NOVEL from the edge of one neighborhood to the center of many, with connections to both daytime commutes and after-hours entertainment. Marketing NOVEL's neighborhood connections began early during construction with an experiential initiative for the MLB All-Star Game. The protected walkway along South Capitol was decorated "Nats Red," with large-scale baseball trivia and directional signage to local destinations. This purposeful neighborhood engagement created early interest, driving leads to the lifestyle-forward website, comprehensive leasing packages, extended-hours tours, Sip & Stops, and partner events with Capitol Riverfront BID. NOVEL's star amenity, a cafe concept by Erik Bruner-Yang, extends the strategy and community authenticity beyond lease-up. The cafe establishes NOVEL as a neighborhood destination by effortlessly spilling into the resident lobby, providing a stylish "Third Place" for residents and locals alike. Leasing for NOVEL's Phase 1 building was praised for "going gangbusters" by ownership, with 50 leases in the first month, and exceeding pro-forma in five months at 44% leased. NOVEL continues to draw new residents through building events, digital engagement and an Instagram feed brimming with influencer posts. With Phase 2 off to a successful start, and cafe opening soon, NOVEL's next chapter foreshadows promising longevity.