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Uptown High-Rise Is Now Part Of New Luxury Apartment Brand

The Dallas Morning News, July 2015

By Steve Brown

Looking to differentiate its properties from other rental projects, Invesco Real Estate has created a new luxury brand for its most expensive rental communities.

The Instrata Lifestyle Residences label has already been used to market deluxe apartments in New York and Washington, D.C.

Now the Dallas-based real estate investor is using the new Instrata brand for its 21-story Ashton apartment tower in Uptown.

Invesco bought the 12-year-old, 267-unit high-rise residential building on Cedar Springs Road in 2013.

“As we expand nationally, we are thrilled to welcome The Ashton Uptown into our growing family,” Rob Neiffer, director at Invesco Real Estate, said in a statement.

Apartments at the Ashton start at more than $2,000 a month.

Invesco is planning to expand its Instrata brand to buildings in California and the Pacific Northwest.

The real estate investor wants to use the high-end apartment program to provide hotel-like services that will attract renters.

The landlord hopes the cachet of its Instrata brand will give it an edge in the competitive urban rental market.