What makes the new lofts at LoFT 322 so darn hip (via Suds and Soliloquies)? Is it the lower case “o”? No, it’s the 26 adjectives that describe the building and the randomly placed semicolons that separate them: “Progressive, contemporary, comfortable, affordable, innovative, edgy, smart and unique; functional, purposeful, practical, daring, decisive and distinct; new, clean, open, sleek, high-quality, high-tech and high-touch; simple, different, luxurious, original and imaginative — that’s hip!” (It would be 27, but they appear to be using “hip” as a noun.) And more than that, it’s you. “[I]t’s your creative stroke and inspired taste that makes hip truly hip.” Emphasis theirs. “At LoFT 322, your home is your canvas and your masterpiece is imminent.”
But they sell themselves short; it’s the creativity of their advertising team that’s given us the most inspired cropping of an Ann Arbor photo ever: the right side of Zingerman’s sign behind a prominent ad for the U of M Museum of Art. It’s almost enough to make us want to walk over to Kingsley and Detroit, cup our hands near our eyes and enjoy the three-square-foot field of vision with the highest density of Urban Hip in all of A2.