| There's high demand for apartment units in the city, but that doesn't mean new buildings coming on line don't have to compete for tenants. (Being the new kid in town doesn't guarantee you a spot on varsity; everybody knows that.) | ||
| It's not enough that a professional rents a well-appointed downtown apartment (such as The Lex, above)—that professional has to rent one of your apartments. | ||
| That's the attitude of The Lex, anyway, which had its soft opening this week. A project of ST Residential, the 329-unit tower rises seven stories near South Side, with apartments beginning around $1,250. The property also has a theme, according to ST Residential: rock 'n' roll. Or at least that's one of the design touches incorporated into the project to make it more memorable. We know that coming face-to-face with a Rolling Stones concert poster in the business centerwould make The Lex a little easier to remember. There's also a working pinball machine in the lobby. (Which would be a little noisy for the business center.) | ||
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