Extell Developers knows that, with a massive project like One57, every last detail must exceed buyers expectations, which is why they’re sparing no expense in marketing a building that almost markets itself. Building a massively expensive 90-story condo tower during a time of deep economic uncertainty, even when the Manhattan condo market is strong and luxury condos are scarce, is a big risk for Extell, and they know it. A flood of hype has accompanied One57, but nothing is guaranteed, especially because One57 is still in the early stages of construction and isn’t due to open until 2013. Selling condos in yet-to-be-built buildings always requires an aggressive sales strategy, so with the global economy in a state of temporary equilibrium and foreign buyers itchy to purchase luxury apartments in Manhattan, Extell is pulling out all the stops in marketing One57. This innovative building now has an innovative marketing strategy to boot, and so far it’s appears to be paying dividends: According to Gary Barnett, the owner of Extell, 30% of the units in One57 are either in contract or have a contract out.