NEW YORK CITY—“Our strategy is to look around and see the trend in the market and do the exact opposite,” says the developer of the Exhibit apartments, Scott Aaron. He's the founding principal of Socius Development Group. Instead of trying to chase and follow trends, he observes what's not out there. Aaron then tries what works—financially, functionally and aesthetically.

The $100 million, 24-story, 104-unit residential building at 29 Cliff St. (with an alternate address of 60 Fulton) in Manhattan's Financial District greets you in the lobby with Allan Tannenbaum's over-sized black & white photo “The Rolling Stones Danceteria 1980” and furniture custom-made by London designer Jimmie Martin.

The Evening Standard has described Martin's furnishings as wacky, quirky, sophisticated, glamorous and with an urban feel. Glance towards the elevators and Tannebaum's bold, huge color photo “Debbie Harry 1978” looks right back at you with an expression that makes you almost hear Blondie performing “Heart of Glass.”