To some, the city of New Orleans has come to symbolize debaucherous revelry and unrestrained indulgence. To others, it is a melting pot of cultures, where everything from jazz to Pho peacefully coexist. But a modern, more nuanced portrait of the city has emerged in the 12 years of rebuilding since Hurricane Katrina. New Orleans is now a bold experiment in rebirth, reinvention and sheer grit.

A concerted effort has been made to establish New Orleans as a leader in tech diversity, and nurture an entrepreneurial spirit that rivals other more expensive tech centers like San Francisco, Los Angeles and Austin. The city’s efforts culminated in Inc. magazine calling New Orleans the “Coolest Startup City in America” and Forbes calling it America’s No. 1 “Biggest Brain Magnet.”

Hope and new pockets of real estate opportunities have also blossomed in a city better known for its deep connections to history and tradition than for its bold experimentalism. Developers like New York and Louisiana-based The Domain Companies saw the potential for community building in some of the city’s neglected neighborhoods over ten years ago; in fact, the company’s founding co-principals Chris Papamichael and Matt Schwartz were “one of the first to successfully piece together new financing vehicles to make projects pencil out in post-Katrina New Orleans,” according to Rachel Z. Azoff of Multi-Family Executive. They are now in the process of developing a five-block area located at the crossroads of the historic Arts and Warehouse Districts and the thriving entertainment and Central Business Districts with a live-work-play concept they call “South Market District.”

Set in the heart of Downtown New Orleans, the District is home to a mix of apartments, parking, retail space and in March 2018 — a collection of 89 luxury residences at The Standard. ON Collaborative by Coldwell Banker Real Estate Services — a brand-new company specializing in new construction developments — is heading up the sales and marketing for The Standard, which was designed by renowned architect and New Orleans native Morris Adjmi. The 15-story building, now under construction, reflects the rhythms and materials of old warehouses and former factory buildings in New Orleans. As Adjmi told Tulane Magazine, The Standard “will help to build a new way of looking at New Orleans architecture. We are building fresh and creating something visible on the skyline.”

For a closer look at The Standard and why it is one of the city’s sexiest new addresses in New Orleans, we caught up with David Wolf, president of ON Collaborative by Coldwell Banker Real Estate Services.

Coldwell Banker Global Luxury You’ve seen a lot of luxury new construction. What is most distinctive about this project from your perspective?

David Wolf To me, there is not anything like it in New Orleans. First, there are no newly constructed luxury high-rises in the city. We like to say it’s single-family detached living in vertical form. The amenities are spectacular. There is just under an acre of amenity space, with Bermuda grass lawns, trees, a fountain and water garden, plus a saltwater pool and cabanas, as well as an outdoor kitchen and dining space. A social lounge and library, movie viewing space and of course, a state-of-the-art fitness center. The views of Downtown from many of the units are incredible, including the two penthouses, which offer 360-degree views of the historic neighborhood and the Mississippi River. And lastly, the craftsmanship and quality of the interiors make it very special. Domain didn’t cut any corners.

Coldwell Banker Global Luxury Why build a luxury project in New Orleans? Why now?

David Wolf New Orleans is going through a transformation right now. Domain has been rehabilitating historic buildings in and around the New Orleans Warehouse District and reenergizing the area for about five years now. They’ve been responsible for high-end apartments like The Beacon and The Paramount, as well as the Ace Hotel New Orleans, which has about 25,000 square feet of retail, restaurant, entertainment, and meeting space located in a historic Art Deco building. Their mixed-use concept is called the South Market District – which is defined by South Rampart and Baronne streets between Poydras and Julia streets, just a few blocks away from the French Quarter and Canal Street. It’s very similar to Chicago’s West Loop. The developers have taken a very conscientious approach to revitalization. They’re only building new when there is nothing on the site, and if there is a building on the site, they will try to rehab it.

These kinds of developments have elevated the city, attracting more talent and diverse professionals who want to live and work in an urban oasis and walk to great restaurants, bars, cafes and art galleries. New Orleans was named the No. 1 most improved metro in the country by The Wall Street Journal, and one of America’s Biggest Brain Magnets for attracting people under 25 with college degrees by Forbes. It’s also one of Travel + Leisure’s favorite cities in America. So it has a lot going for it, in terms of culture and quality of life.

Coldwell Banker Global Luxury The Standard released the very first units for sale in October 2016. What has the response been so far?

David Wolf The response has been great. We have sold almost 40% of the units. Right now, the available units are priced between $575,000 and $3,150,000.

Coldwell Banker Global Luxury Who is buying them, typically?

David Wolf I would say about 80% of our buyers are local or have some sort of roots here. People from out of town may have a child who attends Tulane University or Loyola University New Orleans, and they want that vacation home when they come into town. We do occasionally see people who are downsizing as well. You have to remember that before The Standard came into the picture, people looking to downsize only had the option of a smaller single-family detached home or a condo that may not fit with their idea of luxury. There is a good mix of families and singles, 28 to 35 year-old professionals and older generations between 45 and 55. Again, there have never been luxury condos in this area and in this price range, so our buyers are very excited about this project.

Coldwell Banker Global Luxury How is The Standard addressing the city’s demand for more vertical living, yet need for single-family home perks?

David Wolf You have a single-family detached atmosphere, with a saltwater pool and almost an acre of amenity space and outdoor living — so you don’t feel like you are living right on top of your neighbors. For Domain, that was really key to combining the ease of a vertical lifestyle without sacrificing the luxury of the outdoors that New Orleanians have come to expect.

Coldwell Banker Global Luxury Morris Adjmi — an architect who has been credited with reshaping city skylines while honoring history — designed The Standard. Why was it important for the developer to bring in an architect like him?

David Wolf People in New Orleans are very protective of the city and its history, so there was some initial trepidation about a new building coming into the Warehouse District. However, Chris and Matt have been really focused on making the communities they are building in better. They want to show that they care about New Orleans. They are focused on rehabbing historic buildings and making them shine. They want to see the neighborhood succeed. So, it was very important to them to stay close to New Orleans’ architectural roots, and ensure that their new building had a connection to the existing fabric of the neighborhood.

They knew of Morris Adjmi’s work in New York and have been fans for years. When they learned that Morris grew up in New Orleans and has a personal residence here, it was a natural fit. Bringing him into the project is a statement to the people in New Orleans.

Coldwell Banker Global Luxury Do you think his New Orleans roots gave him a unique perspective on the city’s history of resilience and reinvention?

David Wolf I think Morris understands the soul of New Orleans, which respects the past but looks to the future by way of design and function. He brings a strong understanding of what buyers want in luxury condominium living as he is working with the best and the brightest in the industry nationwide.

Coldwell Banker Global Luxury He has said that when you look at his buildings, they seem to just “fit in. But they aren’t just copies of the past. It’s a kind of camouflage.” Is that you how you see The Standard…as a continuation of that model?

David Wolf There was a great deal of thought that went into the exterior of the building — with the intention that it must respect its neighbors within the Warehouse District, but does not try to literally be a warehouse. It looks new, yet also has a historic feel, thanks to its square shape, deep set large-scale windows, rich metal façade and simple design. The idea was that it should blend seamlessly into the neighborhood — like camouflage.

Coldwell Banker Global Luxury How is the developer going to bring in the New Orleans flavor into the design and feel of the building, while still keeping it modern and fresh?

David Wolf Beyond working with local artisans, craft workers, and contractors; engaging an architect with roots in the city; and prioritizing a design that honors the neighborhood, I think you find some of the strongest New Orleans connections in the art selection. The model unit alone, which is now open for viewing, features some incredible pieces by local artists, all curated by gallery owner Martine Chaisson. Acclaimed area-based artists like Logan Ledford and Clark Derbes are represented. When the building opens in spring 2018, residents can expect to see even more beautiful, large-scale pieces throughout the space.

Coldwell Banker Global Luxury In terms of the overall luxury lifestyle offered at The Standard, what can buyers expect? 

David Wolf Everything is at your door. Amenities and services include 24-hour door staff and a gallery-worthy entry lobby, a state-of-the-art fitness center, nearly an acre of private outdoor deck space, which will include a saltwater pool, private cabanas, pool house, club room and outdoor kitchen and dining space. The interiors are equally impressive spaces with high-end features such as Sub-Zero refrigerators, Wolf ovens, wine coolers, Watermark fixtures and a dynamic mix of wood, stone and marble throughout.

Coldwell Banker Global Luxury I want to close by talking about the flavor of the neighborhood. The South Market District is hip and happening, to say the least!

David Wolf Domain put a great amount of thought and emphasis on how people want to live today. They are very much directing the focus of what is needed Downtown with a simple mission of community-driven development. There are already tons of art galleries, museums, shopping, cafes, acclaimed restaurants and bars and even more amenities are planned. Domain’s newest venture is a co-working space called The Shop at the Contemporary Arts Center, which also allows for the perfect combination of live, work and play. They will be adding even more retail space at The Standard. Just beyond The Standard, residents are a short walk to city landmarks such as Lafayette Square Park, the St. Charles Street Car line, Civic Theatre and some of the best new restaurants in the city and everyday upscale groceries across the street at Rouses Market. Residents can eat, live and shop without ever having to leave their neighborhood.

For more details about The Standard New Orleans, visit standardnola.com. The sales gallery is located at 719 O’Keefe Avenue, and open from 11 am to 6 pm Monday through Friday and 11 am to 4 pm Saturday through Sunday. A model unit is now available for viewing, and the building will open for occupancy in spring 2018 at 1001 Julia Street. Appointments are suggested.