HOBOKEN, NJ - Advance Realty, which is employing a “top-down” construction method for its Willow14 project here, put some topspin on its marketing effort recently – by holding a “Bottoming Out” ceremony.

Willow14 is to feature 140 apartments, 22,000 square feet of retail space, and a four-level underground parking garage with 376 spaces. It is the company’s first development in densely-packed, mile-square Hoboken.

This week, Advance announced it had celebrated a construction milestone Oct. 3 by turning the typical “Topping Out” ceremony upside down. The “Bottoming Out” event memorialized the completion of 307 exterior secant pile foundation columns and 50 interior columns

The top-down construction technique, which is rarely used in the Northeastern U.S., permits construction to continue while underground excavation is still under way. Excavation and construction for the garage floor of Willow 14 will be done floor-by-floor, as the floors above are finished.

At the recent party, workers signed a steel column of the building. “This was our way to say ‘thank you’ to all of the contractors, engineers, architects and construction professionals who contributed to the completion of this important phase of Willow14’s development,” said Larry Hilaire of Advance.

The company is aiming for Leadership in Energy and Environmental Design (LEED) with its use of energy-efficient technology and green construction practices at the seven-story building, which should be ready for occupancy at year-end 2013.

The apartments at Willow14 will offer panoramic views, and amenities including a pool, terraces, vegetative green roofs and a community center.

In addition to providing users of the retail space at Willow14 with parking, residents and visitors will also have parking available.

Last year, the plan for Willow14 was given a Hudson County Planning Board “Smart Growth” award, which recognizes sites that preserve resources, repair damaged systems and are walkable and promote public transportation